The snow sports industry has experienced remarkable growth in the
last fifty years. It is estimated that there are about 115 million
skiers worldwide and around 2,000 ski resorts in 70 countries
catering to this growing market. New resorts in Asia and Eastern
Europe are competing for these visitors with already well
established destinations. But the industry is changing. Technology
is having a huge impact on the skiing product and how it is
distributed; demographic shifts are affecting the ski industry
landscape; and climate change is impacting hills all over the
world. Such dramatic changes require a fresh look at this exciting
and dynamic industry. Comprised of 12 chapters for easy semester
teaching, each chapter follows the theme of 'working in winter
wonderlands'. It covers a breadth of issues including: * The
evolution of winter sport tourism, with skiing's earliest emergence
as a leisure pastime during the mid-nineteenth century in Europe,
to the present day; * The winter sport tourism product - the
activities, resorts, and supporting industries such as clothing and
equipment; * Design and planning for winter sports resorts
including management and operations, both on- and off-mountain; *
Marketing, public relations and media; * Planning, marketing and
leveraging of events in the winter sports industry * Economic,
social and environmental impacts of winter sport tourism; *
Understanding the consumer, customer service and how to develop a
service culture. * The future for the ski industry, how resorts
need to cater to the future consumer, and how to deal with
seasonality. The book has a sound pedagogic structure, with key
chapter features including: * Spotlight' sections focusing on the
occupation of a frontline individual in the snow sports industry in
various roles including marketing, resort designer, entertainment
and director of communications; * 'Profiles' on a particular
resort, organization or individual that illustrates a particular
concept or theoretical principle presented in the chapter.
Interesting profiles include Patrick Bruchez, owner and manager of
Verbier's olderst hotel; Joe Nevin, creator of Bumps for Boomers in
Aspen; and Darren Turner developer of an innovative ski instruction
app. The book also profiles Crystal Holidays, one the UK'S largest
ski operators, and China's emergence as a key player in the global
ski industry. * A detailed 'Case Study' which ,as a collection,
cover a variety of organizations and regions. Designed to foster
critical thinking, these cases illustrate actual business scenarios
that stress several concepts found in the chapters. Case studies
include women's instruction camps, Vail's development plans in
Utah, ski resort infrastructure in Japan, DreamSki Adventures in
South America, the EpicMix app in Colorado, the upcoming Olympics
in South Korea, and Slovenia's growing ski scene. * Online tutor
resources including Powerpoint slides with links to relevant
videos. All spotlights, profiles and cases have been developed
following a personal visit or in-depth interviews conducted by the
authors, and there is an international flavor throughout the book.
Essential reading for tourism students, researchers, and
practitioners - particularly those working in the ski industry.
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