Title: Market niches and the perceptual economic impacts on a remote alpine village : the BRITS week in Laax
Authors : Jenkins, Ian
Rios-Morales, Ruth
Published in : Event Management
Volume(Issue) : 17
Issue : 3
Pages : 299
Pages to: 310
Publisher / Ed. Institution : Cognizant Communication Corporation
Issue Date: 2013
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subject (DDC) : 338: Production
658.8: Marketing management
Abstract: This article explores the perceived economic impact that a single nationality creates at a niche alpine tourist destination: Laax, Switzerland. A number of strategies are used to promote new forms of income during a "shoulder" period in a remote alpine destination. One such strategy is encouraging a niche snow sports event: BRITS Week. Laax has developed a specialized tourism image, focusing upon the sport of snowboarding and freestyle skiing, and encourages specialized events connected with this image. The article explores residents' perceptions of economic expenditure during BRITS Week. A qualitative methodology was used, involving semistructured interviews with economically active stakeholders from the village of Laax. The data were evaluated and examined using discourse analysis and presented in themed matrix tables. There is evidence to suggest that the BRITS Week in Laax provides an important economic boost at a shoulder period in the year. But local tourism actors are either ambivalent or hostile to this event, noting that little, if any, benefit is directly derived from the event in the surrounding locale. It is asserted that this is due to a local oligarchical business model, resulting in little community involvement.
Departement: School of Management and Law
Publication type: Article in scientific Journal
DOI : 10.3727/152599513X13708863378033
ISSN: 1525-9951
URI: https://digitalcollection.zhaw.ch/handle/11475/9907
Appears in Collections:Publikationen School of Management and Law

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