The balanced scorecard of a new destination product: Implications for lodging and skiing firms

The study deploys a longitudinal analysis of the Skipassfree product, launched by Livigno (Italy) in 2007. Over a decade, this product generated a significant uplift both in terms of hotel guests (+108%) and ski company clients (+248%). The proposed framework is built around 22 codes and incorporates a fifth BSC perspective (the destination context). “Learning and growth” is the most significant perspective with “alignment” being a key attribute, which suggests the relevance of innovation and stakeholders' involvement.