Relative importance of factors involved in choosing a regional ski destination: Influence of consumption situation and recreation specialization Article

Won, D, Bang, H, Shonk, DJ. (2008). Relative importance of factors involved in choosing a regional ski destination: Influence of consumption situation and recreation specialization . 13(4), 249-271. 10.1080/14775080802577185

cited authors

  • Won, D; Bang, H; Shonk, DJ

fiu authors

abstract

  • The current study explores the relative importance of selected factors (snow condition, variety of trails, travel time, cost, and amenities) that would influence a user's choice of a regional ski destination. The study looks at the influences of usage/consumption situation (excursion versus tourist travel) and the users' level of recreation specialization in skiing or snowboarding activities (non-skier, casual, and advanced) on the prioritized choice factors. A sample of college students (N = 248) at a large university in a region where winter sports are popular were recruited and asked to consider two consumption situations. Respondents' preferences of hypothetical regional ski destinations were assessed using conjoint analyses. The results indicated that the relative importance of all factors, with the exception of ‘snow condition’, largely depended on both recreation specialization and consumption situation. This study encourages ski operators to consider the analysis of the consumption situation and recreation specialization in their marketing strategies. © 2008 Taylor & Francis Group, LLC.

publication date

  • January 1, 2008

Digital Object Identifier (DOI)

start page

  • 249

end page

  • 271

volume

  • 13

issue

  • 4