Strategic priorities for the ski tourism development worldwide and in Russia

Abstract

The article provides a strategic analysis of ski tourism development at the national and global level. The identified global, national and regional trends form new opportunities for the tourism industry, significantly changing its functioning model, strategic priorities, goals and objectives. Tourism industry enterprises should realize the planned shifts and build a new or adjust existing development strategies to ensure long-term functioning in the market. The strategic initiatives proposed in the article are based on the theoretical foundations of the Russian school of strategizing developed by V.L. Kvint, an academician of the Russian Academy of Science, a practical scientist with extensive experience in the field of strategizing big domestic and international companies. The purpose of study ‒ to determine the strategic priorities for ski tourism development in the world and in Russia based on the theory of strategy and methodology of strategizing academician V.L. Kvint. The definition of strategic priorities for the national sky industry should also be based on the resource potential of the industry (natural, recreational, infrastructural, financial, personnel and etc.) and take into account the historical features of the national tourism industry development. For today the consumption model in ski tourism is undergoing essential changes from the primacy of the sports component in it, to an increase in attention to entertainment and après-ski, when skiing is not the main motive for traveling to the mountains, but one of the great variety of attractions on the mountain. In the conditions of excess demand over supply of services, the strategic task is to retain the existing client base and attract the younger generation to the ski culture, as well as the collaboration of ski leisure with other types of pastime within the city (construction of indoor ski centers within the city). Digitalization of all aspects of society’s life has formed a new standard for providing of travel services - a comprehensive customized service of high quality and the seamlessness of its provision to the consumer, which modern ski complexes should also meet.