Beyond size: Uncovering customer insights from small ski areas

Abstract

This study emphasizes customer decision-making processes associated with small ski areas, a sector increasingly affected by climate change, evolving customer preferences, and intensified market competition. While prior research has primarily concentrated on larger ski resorts, this study addresses a critical gap by focusing on the distinctive characteristics and challenges faced by smaller ski areas. Adopting a two-phase methodology, the research combines a preliminary quantitative survey with an in-depth qualitative exploration conducted in Austria. Through a choice experiment with skiers and interviews with visitors of small ski areas, the study identifies the key factors that shape customer preferences. Although larger ski areas are often perceived as more attractive due to their extensive facilities and greater perceived utility, smaller ski areas have distinct advantages, including ease of access, affordability, and a more relaxed, uncrowded atmosphere. These attributes are of particular value to day-trippers, who appreciate affordable lift ticket prices, less crowded slopes, and natural snow conditions, which can create a more intimate and enjoyable skiing experience. This study highlights the emotional bonds and sense of community that skiers often establish with smaller ski areas, thereby offering a more nuanced perspective to existing studies on ski area choice. These findings offer practical insights for small ski area operators, emphasizing the importance of leveraging their unique strengths to enhance customer satisfaction and sustain competitiveness in a challenging and evolving market. By addressing these dynamics, this study contributes to the broader understanding of customer behavior within the skiing industry and offers a foundation for targeted strategic initiatives.

Management implications

Small ski areas, often overlooked in market strategy, can boost competitiveness by leveraging their unique attributes—accessibility, affordability, and reduced crowding. Operators should target day-trippers and price-sensitive segments with flexible pricing, local partnerships, and authentic, low-stress experiences. Emotional place attachment and community ties are critical levers—fostering loyalty beyond size or infrastructure. Strategic investments in snow management, service quality, and regional pass integration can further enhance appeal and resilience in a climate-challenged and cost-sensitive environment.