Download - La Ax Euro Med
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Dr Ian Jenkins,Dr Ruth Rios-Morales &
Dr David Horrigan
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Laax: small skiing resort in south eastSwitzerland
Specialising in snowboarding and freestyle
skiing Culmination of British ski competition season
3 centres: Flims, Laax & Felera
Laax ski destination: cartel around specialised
market Niche tourism development
Specialising in attracting snowboarders
Dr Ian Jenkins, EuroMed Salerno,October 2009 2
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Niche markets = more tailored and specialisedproducts (Robson & Novelli 2005)
Can be related to highly organised rather thanindividualised, sharing same interests (Robson& Novelli 2005)
increasingly experienced group of tourists
demanding specialist holidays (Robson &Novelli 2005, 7)
WTO =niche tourism more beneficial tocommunities
Dr Ian Jenkins, EuroMed Salerno,October 2009 4
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Sports activities can be classified in the contextof niches
Rural areas need tourism developments(Switzerland is a case, Laax = peripherality)
Snowboarding could be considered as a nichemarket
Snowboarding possibly high spend tourists
Event tourism & economic benefits lacks anysystematic comparative methods (Getz 2007)
Expenditure by tourists is one method toestimate the possible impacts at a destination
Dr Ian Jenkins, EuroMed Salerno,October 2009 5
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Mixed methods approach
210 questionnaires over 3 days
8 in-depth interviews with Laax tourism actors
collected questionnaires at different eventlocations
Top of mountain and when Brits were at restand not watching competition
In-depth interviews: Tried to interview village retailers and tourism actors
Different to Weisse Arena locations
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Dr Ian Jenkins, EuroMed Salerno,October 2009 7
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Dr Ian Jenkins, EuroMed Salerno,October 2009 8
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Mainly closed question survey of 60 questions(10 mins to complete)
Self completion with survey personnelassistance
Qualitative in-depth questionnaire ; 15 openended questions lasting 20-40 minutes
All interviews recorded
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Dr Ian Jenkins, EuroMed Salerno,October 2009 10
The Brits week expenditure in Laax = 710,200to 899,000,
Without transport = 516,016 to 704,816
Nearly 60% of attendees identified word of
mouth as the means by which they becameaware of the event.
67% intend to come to the Brits well in advancesome 1 year ahead of the event
70% visit the event only once or twice: Fewrepeat visits (30%)
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Dr Ian Jenkins, EuroMed Salerno,October 2009 11
900 to 1,000 people attended the event , average
group size being 5. Secondary spend on food and meals constitutes
an important expenditure for the visitors.
The ski pass is a high cost item for the visitordirect benefit to Weisse Arena
The average spend at Laax, 100 more than anannual holiday
The profile of the average Brits Week visitor isbetween the age of 16-35 with a predispositiontowards males.
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Weisse Arena and Soul Sports have a spatiallyconcentrated product
Expenditure concentrated around the Crap
resort, in Laax Little money seems to filter into the REAL
villages of Laax area.
Tourism actors interviewed do not seem to
benefit from the impact of Brits coming to Laax
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The recession has affected the number ofpeople visiting
It is a family affair and not just for youngpeople
Most economic spend concentrated on Laaxfacilities
Part of the British snow style competitions andthe apex event of the year
Brits Week is just one event of many held inLaax Resort
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Brits Week = a significant contribution toLaax resort
Limited economic contribution to Laax resort
communities
Little empathy between Weisse Arena andlocal community
Good example of a niche tourism product Brits Week is a key event , guaranteeing good
numbers of ski tourists
Good level of secondary spendDr Ian Jenkins, EuroMed Salerno,
October 200914