An exploration into the effects of climate change on the ski industry and the importance of this issue to UK skiers

Abstract

An estimated 100 million people visit the Alps each year, accounting for nearly one quarter of the world’s total tourism revenue. As we move into the 21st century the problems of climate change have become a clear and present danger to the ski industry. This dissertation explores what effects climate change is having on the ski industry and investigates how important the issue of climate change is to consumers within the UK ski market. This study first explored the relevant literature and critical evaluations to the topic including the relationship between climate change and the ski industry, as well as an examination of literature in tourism decision making, in order to understand what influences and motivates people to take a ski holiday. Then the research methodology was presented in two phases; phase 1 using secondary research to investigate the UK ski market and phase 2 using primary research methods such as questionnaires and semi structured interviews (both qualitative and quantitative data) to identify the importance of climate change to UK consumers. The results and data were then analysed and key themes were acknowledged to make a valid and reliable conclusion. The literature suggested that climate change is causing a number of negative effects on the ski industry, most predominantly the shortening of ski seasons due to warming temperatures. The findings from the methodology concluded that UK consumers do not find the issue of climate change important when deciding to take a ski holiday, nor during their trip. Although consumers are aware of the effects climate change is having on the ski industry, they do not currently find it an important enough problem to influence their ski holiday experience.