Managing cross-country skiing destinations under the conditions of climate change – Scenarios for destinations in Austria and Finland

Winter sports resorts in general, and cross-country skiing destinations in particular, will need to address the impacts of climate change in the near future. This study uses the results of a discrete choice experiment to investigate likely skier responses to various destination scenarios under possible adaptation strategies to climate change. The heterogeneity of skiers is accounted for in a latent class model resulting in three segments of Austrian and Finnish skiers respectively. The results show that it is less risky for Austrian destinations to introduce technical adaptation, as well as to expand into additional offers, compared to Finland. The main reasons seem to be the strong tradition of cross-country skiing in Finland combined with a clear aversion toward user fees. The study serves as an example for using results of a stated choice survey to evaluate future destination scenarios and provide market intelligence for management and target marketing.

► This is the first case study on climate change and cross-country skiing destinations.
► The study focuses on perception and acceptance of adaptation strategies.
► An innovative choice experiment with images describes adaptation outcomes.
► Simulations of two actual destinations show the varying reactions by three market segments.