A matter of culture: how cultural differences shape skiing motivation, behaviour and destination choice.

Abstract This chapter examines the three important target groups of German, Austrian and Italian skiers and snowboarders to test new development and marketing opportunities for South Tyrol, an alpine winter destination. The study examines (i) whether the main motives and expectations concerning winter holidays in South Tyrol differ among the main target regions; (ii) whether these expectations are likely to influence destination choice; and (iii) whether cultural experiences (such as regional specialities, the atmosphere in the provided infrastructure and the southern alpine ambience) contribute to a 'special' holiday experience and increase a region's attractiveness.