Análisis longitudinal de los sitios web de las estaciones de esquí y montaña de España, Andorra y Pirineo de Francia. Temporadas 2009-10 y 2013-14

Lastra, Oscar García; Izquierdo, Gregorio Escalera

doi:10.6018/turismo.38.271401

Cited by 5 publications

(9 citation statements)

References 10 publications

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“…Published writings were thoroughly reviewed [51,[54][55][56][57][58][59][60], and a model constructed for a Web Content Analysis that was applied to ski resorts ( Table 1). The aim of this model is to provide an overview of the resources that ski resorts offer on their websites that enable users to obtain the necessary information and interact with the websites.…”

Section: Web Content Analysismentioning

confidence: 99%

Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain

et al. 2018

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Abstract:The impacts of climate change are affecting ski tourism in Europe's southernmost ski resorts, such as those in France, and Spain. This is leading to changes in the scheduling of activities which, in turn, imply changes in how ski resorts are managed. The main aim of this work is to analyze whether ski resort websites are developing an effective marketing strategy and if they are adapted to e-commerce and the needs of contemporary society, including the adaptations needed to better face climate change and the stagnation the sector is suffering. In order to achieve this, we have developed a model to analyze ski resort websites; it is based on web content analysis, taking four factors into account: information, communication, e-commerce, and additional functions. We will, secondly, apply the eMICA (Extended Model of Internet Commerce Adoption) methodology to analyze the maturity of such e-commerce activities in ski tourism. Fifty-two ski resorts in Spain and 173 in France were analyzed. Results show that, while alpine ski resorts in general, and those in France in particular, are better prepared, resorts still have to facilitate more effective communication and interaction with their target public. A minority of resorts provide information on environmental certifications and snowmaking.

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Section: Web Content Analysismentioning

confidence: 99%

Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain

et al. 2018

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“…Other investigations detected weak exploitation of this instrument, revealing the need to reinforce resources and not to overlook the opportunities provided by the ICTs [6]. It has been confirmed that almost all ski resorts have their own websites, but a mere presence in the world of the Internet is not a factor that is, in itself, sufficient.…”

Section: Skiing Stations and Use Of Social Networkmentioning

confidence: 97%

“…Winter sports tourism takes place in a natural environment that, because of its characteristics, requires high levels of investment in infrastructure and maintenance [6]. Resorts should also have a strategy that considers sustainable forms of development that are both competitive and profitable [31].…”

Section: Skiing Sports Tourismmentioning

confidence: 99%

“…Together, they form an entity with shared interests in which different types of organizations interact (hotels, restaurants, travel agencies, sports firms, and environmental protection agencies, among others) that provide a variety of services to respond to the main driving force: Conducting activities and practicing sports related to snow-and-mountain tourism. Their relevant social and economic impacts on the environment dynamize and favor the development of areas of influence, either as the principal activity, or as one that is complementary to others [6,7].…”

Section: Introductionmentioning

confidence: 99%

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Auditing Marketing and the Use of Social Media at Ski Resorts

2019

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Mountain and snow tourism are sectors of immense social and economic importance that are developed in an especially sensitive environmental context. A large part of this tourism is channeled through ski resorts. The literature on comparative studies of ski-resort management and, in particular, on marketing management, is limited. This study contributes knowledge on the application of marketing practiced at ski resorts. For the first time, an audit of marketing at ski resorts is performed through a quantitative survey at resorts in two countries (Spain and Italy). The importance–performance analysis (IPA) is used, which identifies both the strong and the weak points and the great deficits of marketing management at ski resorts from the perspective of their directors, to whom the questionnaire was addressed. The social media usage of the ski-stations is also analyzed, identifying different typologies of resorts in accordance with their performance against 11 indicators from Twitter and 15 from Facebook. Knowing the opinion of the visitors, the online and competitive strategy, and adapting to the legislative changes are the aspects to which the directors attach greater importance. The greatest deficits were linked to employee motivation and communication (internal and non-integrated). There are minor differences in Twitter and Facebook indicators between Spanish and Italian ski resorts. The turnover results of the ski resorts present more correlation with Facebook indicators than with Twitter ones. This analysis provides recommendations and implications for the management of ski resorts in the six dimensions of marketing under consideration. It, likewise, offers knowledge of the social-media-related behavior of resorts that are leaders on both Twitter and Facebook, for benchmarking purposes.

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“…Among the different models to measure the maturity of websites, the E-MICA model has been widely used [19,[39][40][41]. E-MICA is a sequential model that is applied in different stages [42].…”

Section: E-mica Modelmentioning

confidence: 99%

The Maturity of Corporate Websites as a Digital Communication Channel in Portuguese SMEs’ Process of Adopting E-Commerce

2021

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This study aims to determine the maturity of the websites of Portuguese small and mid-sized enterprises (SMEs) as a basic form of digital communication in the sequential process of incorporation of e-commerce. The starting premise is that there is a relationship between the level of maturity reached in the SMEs’ websites as digital tools that allow firms to communicate effectively, and the adoption of e-commerce. To study this, a representative sample of 381 SMEs located in Portugal and selected through stratified random sampling was analysed. To assess the degree of maturity of the websites, a sequential validation model, the extended model of internet commerce adoption (E-MICA), was applied. This information was crossed with some descriptive variables such as the volume of business, the location, the number of employees, and the sector of activity of the SMEs. The results showed that, in general terms, there predominant websites that limit their interaction to promoting products and services thus present a low level of maturity. While the sector of activity, the volume of income, and the location of the firm are decisive for the maturity of the websites as a form of digital communication in the process of incorporating e-commerce, the number of employees is not.

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Análisis longitudinal de los sitios web de las estaciones de esquí y montaña de España, Andorra y Pirineo de Francia. Temporadas 2009-10 y 2013-14

Cited by 5 publications

References 10 publications

Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain

Ski Tourism and Web Marketing Strategies: The Case of Ski Resorts in France and Spain

Auditing Marketing and the Use of Social Media at Ski Resorts

The Maturity of Corporate Websites as a Digital Communication Channel in Portuguese SMEs’ Process of Adopting E-Commerce

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