Mountain Resort Marketing And Management

Mountain resort tourism is a competitive environment, experiencing increasing growth in new markets such as China, that require the knowledge and skills developed by mature markets. This book provides these insights by offering a critical and up-to-date examination of the mountain industry. This book covers branding, management, and revenue optimization in an industry where very heavy investments are requested and mature markets need to ensure they remain competitive. Chapters include interviews with professionals and international experts on mature markets to shed light on the development and marketing strategies that make these resorts successful. Major issues facing mountain resorts today are addressed, including climate change, sustainability, COVID-19, the experience economy, yield management and dynamic pricing policies, and investment management. Offering valuable knowledge on how to successfully market and manage ski resorts in an ever-changing and competitive environment, this will be useful reading for upper-level students, researchers and current practitioners in winter sports, destination development and management, sport tourism, and development studies.

The aim of the Special Issue is to discuss the main current topics concerning marketing for sustainable tourism with reference to territories (i.e., tourism destinations, protected areas, parks and/or natural sites, UNESCO World Heritage Sites, rural regions/areas, etc.) and tourism enterprises and/or organisations (i.e., destination management organisations, hospitality enterprises, restaurant enterprises, cableway companies, travel agencies, etc.). In destinations where natural resources are pull factors for tourism development, the relationships among local actors (public, private, and local community), as well as marketing choices, are essential to develop sustainable tourism products. To this end, the Special Issue encourages papers that analyse marketing strategies adopted by tourism destinations and/or tourism enterprises to avoid overtourism, to manage mass sustainable tourism (as defined by Weaver, 2000), and to encourage and promote sustainable tourism in marginal areas or in territories suffering lack of integration in the tourism offer. Special attention will be given to contributions on the best practices to manage territories and/or enterprises adopting sustainable marketing strategies.

How can owners and managers ensure that their considerable capital investments will return a competitive return on their investments? How can users and owners be sure they enjoy the promises of tantalizing marketing and real estate claims? Managing Sustainable Resorts Profitably combines business management principles with environmental and social concerns to offer development solutions to these questions. By taking an holistic and contemporary approach to the problem of developing sustainable tourism operations, this book provides a comprehensive assessment of the strategies that need to be considered by various governments, developers and, in particular, the customer-investor. The major features of resort development covered by this book include: • Environmental scanning of principal external and internal influential factors • The curse and blessings of seasonality • Competition for people’s recreation and retirement dollars • Guest activity programming • Environmental issues • Cruise ships as mobile resorts • Staffing issues in isolated areas • Financial challenges for owners and operators alike • Risk Management • Mutually beneficial options for various stakeholders Based on an analysis of global resort opportunities and trends, the book focuses on those generic features that differentiate regional resort management from urban-centric management needs and priorities. Using comparative case studies the author emphases best case/benchmark examples of a range of resorts – large and small, urban and rural - to illustrate what can be achieved.

This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM — all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case.

Authoritative coverage of every aspect of resort management and operation The resort industry is booming, increasing the demand for energetic management personnel well-versed in the unique issues and problems of resort management and operations. From activity programming, guest safety, and security to corporate and meeting planning, the management of seasonal employees, and more, Resorts: Management and Operation provides professionals and students with need-to-know information on a host of resort-specific issues. The book focuses on the three essential elements of the resort industry-recreational facilities, lodging/food and beverage, and guest activities. It explains the relationship between the natural resource base and the development of recreational facilities; discusses the operational and logistical challenges that resort managers face; and demonstrates the development of revenue-producing, guest-satisfying activities based on demographic and psychographic factors as well as the physical ability of the guest. This completely practical guide features thorough coverage of: Ski areas, golf and tennis resorts, spas, theme parks, gaming, and more Resort design principles and practices Marketing the resort experience Resort economics Guest activity format structure, management, and evaluation Filled with industry examples that illustrate problems and solutions, Resorts: Management and Operation provides in-depth knowledge of a broad spectrum of issues and gives readers the indispensable preparation and confidence they need to achieve success in one of the world's most glamorous and demanding industries.

A groundbreaking paradigm that takes a scientific approach to marketing practice Top executives at the renowned Zyman Marketing Group introduce a revolutionary new method for marketing managers—Enterprise Marketing Management (EMM). EMM systematically links marketing to all the essential functions within an organization, realigning the enterprise to put marketing efforts and customer service at its core. With an introduction by marketing guru Sergio Zyman, Enterprise Marketing Management covers topics such as brand architecture, investment measurement, and how to engineer creativity. EMM, adopted by many Z-Marketing clients, is a proven strategy for transforming organizations and achieving bottom-line results. Dave Sutton (Atlanta, GA) is President/CEO of Zyman Marketing Group. He has more than eighteen years of experience in management and technology consulting. He is a frequent speaker on brand strategy, marketing strategy, and e-business strategy, and serves as President of the Strategic Leadership Forum. He is regularly quoted in Fortune, Forbes, eCompany Now, Upside, and the Chicago Tribune. Tom Klein (Atlanta, GA) is Vice President of Zyman Marketing Group. He has fifteen years of experience in strategy, information technology, and brand marketing.

During the early 1960s, local leaders in western and northwestern North Carolina were dedicated to developing winter recreational opportunities in the mountains. North Carolina s ski industry dates back to the winter of 1961 1962, when the Cataloochee resort in Maggie Valley developed the first ski slope in the state. Once thought impossible to make snow south of the Mason-Dixon Line, technological innovations in snowmaking allowed several other resorts to develop through the 1970s, including Appalachian Ski Mountain, Beech Mountain, Sugar Mountain, Wolf Ridge, and Ski Sapphire Valley, all of which still operate today. Images of smaller ski areas, such as Hound Ears, Seven Devils, and Mill Ridge, are featured to honor these now defunct clubs. Many of the present-day resorts have incorporated snowboarding, snowshoeing, ice-skating, and snow tubing, along with mountain biking trails for summer recreation on the slopes. North Carolina Ski Resorts showcases the rich recreational history of western and northwestern North Carolina."