Managing hybrid destinations: challenges and lessons from the Alps.

Abstract Using the example of the Alps, it was shown that hybridity in tourism touches primarily three marketing fields: (a) Product. Because of attractions that change their character and level of appeal throughout the year or are linked to yearly events and habits, the perception of the core elements of the destination's image varies; (b) Communication. The hybridity of the product implies the need to address different target groups, as the changing focus of the destination image attracts different, often disjunctive or mutually exclusive, consumer groups; and (c) Pricing. Similar to all fields of consumption, an increasing polarization between low cost or bargain trips and high priced luxury travelling can be found. Some travellers prefer either lowcost or luxury travelling, while others change their expenditure from trip to trip.