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Innovative pricing approaches in the alpine skiing industry

Malasevska, Iveta
Doctoral thesis
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PHD12_Iveta_Malasevska_HiNN_2017.pdf (2.081Mb)
URI
http://hdl.handle.net/11250/2472223
Date
2017
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  • Doktoravhandlinger ved Høgskolen i Innlandet - Lillehammer [17]
Abstract
The tourism industry is one of the fastest growing business sectors in the world. Over

recent years, mountain tourism has become a more and more important part of this

growth. This PhD thesis focuses on the alpine skiing industry, which is one of the categories

of mountain sport tourism with the strongest financial influence in the mountain

regions. Alpine skiing is an extremely competitive industry that has experienced stagnation

trend in recent years. Therefore, it is important to examine factors that may have

positive effects on the performance of ski resorts.

Innovation is fundamental in order to realize the potential of the alpine skiing sector

and to ensure sustainable business growth. For many ski resorts, innovation is a necessary

condition for survival in a fiercely competitive environment. In other words, the

competitiveness of ski resorts depends on their ability to innovate.

The overall purpose of this PhD thesis is twofold. First, the thesis aims to increase knowledge

about factors that affect alpine skiing demand and the price for alpine ski passes.

Second, it aims to provide new knowledge about how the alpine skiing industry can use

innovative pricing approaches to achieve competitive advantage. This is one of the first

studies to contribute to the research-based knowledge on innovative pricing approaches

in the alpine skiing industry.

In general, the demand for alpine skiing exhibits strong variation. Hence, during periods

with low demand, there is unused capacity. This thesis argues that one way to exploit

unused capacity in the low-demand periods is to use innovative pricing strategies.

Specifically, the findings of the appended research articles suggest that ski resorts can

increase profitability and deal with fluctuations in demand by implementing the following

pricing approaches: (1) variable pricing based on seasonality and (2) a dynamic

pricing approach based on different weather scenarios.

In addition, this thesis provides empirical evidence on the price–quality relationship at

ski resorts and discusses practical implications for ski resorts’ managers. Possible directions

for future research on innovative pricing approaches in the alpine skiing industry

are also included for interested readers.
Publisher
Høgskolen i Innlandet - Lillehammer
Series
Doktoravhandlinger ved Høgskolen i Lillehammer;12

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