Destination Attribute Preferences of Active Snow Sport Tourists: Insights on Female Participants

Destination Attribute Preferences of Active Snow Sport Tourists: Insights on Female Participants Abstract The purpose of this study was to investigate women’s snow sport related travel behavior and preferences. A complementary mixed methods approach was applied that consisted of a qualitative study followed by a quantitative study. In the qualitative phase, a grounded theory framework of women’s participation in active snow sport tourism was developed that set the theoretical foundation for the quantitative phase. In the quantitative phase, EFA and ANOVA were used to analyze data. Results revealed three dimensions in the snow sports destination attributes: resort amenities and activities, snow sport conditions and quality, and price. The importance placed on snow sport conditions and quality increased from beginners to intermediates and then to advance level women; while the importance placed on resort amenities and activities decreased from beginners to intermediates and then to advanced. Implications for snow sport industries will be discussed and recommendations for future research are made