Empirical testing of destination attribute preferences of women snow-sport tourists along a trajectory of participation

Abstract

This study explored women snow-sport tourists’ destination attribute preferences in relation to their participation level (e.g. skill; sport career stage) through a complementary sequential mixed-methods approach. Initially, a model illustrating a trajectory of snow-sport participation, travel behavior and preferences was created through qualitative methods. This paper presents the quantitative testing of this proposed trajectory model and the associated destination attribute preferences. Enduring Involvement was used to quantitatively assess proposed stages of the snow-sport participation trajectory. Exploratory Factor Analysis revealed two dimensions in women's enduring involvement in snow-sports: ‘identity/centrality’ and ‘hedonism’. Additionally, three dimensions were found for destination attributes: ‘resort amenities and activities’, ‘snow-sport conditions and quality’, and ‘price’. A Multivariate Analysis of Variance showed that stages of the trajectory could be quantitatively verified. Analysis of Variance indicated that the importance placed on ‘resort amenities and activities’ decreased as women progressed along the trajectory. ‘Snow-sport conditions and quality’ was rated higher by more advanced skiers/snowboarders. ‘Price’ was rated highly along the trajectory stages.