From White to Green

The negative impact of climate change on Australian snow cover is resulting in an increasingly shorter winter tourism season for Australian ski resorts. It is therefore becoming essential for ski resort managers to diversify their product offering through the development of alternative activities that can support the economic viability of such facilities outside the winter period. The purpose of this article is to identify tourist segments likely to use Australian ski resorts in nonwinter periods, commonly referred to as the “green season.” A two-step cluster analysis is employed to “cluster” current alpine resort tourists and identify viable market segments based on experience sought, the importance of destination attributes, and the types of activities these visitors want to experience should they return to an alpine resort in the green season. Using a case from Australia, marketing and managerial implications for the diversification of alpine resort activities in response to climate change are discussed.