Understanding participation constraints of potential skiers

Abstract

This paper reports on the challenges facing organizations in identifying the non-skier market, converting non-skiers to skiers and overcoming the constraints that keep non-skiers off the ski hills. The authors present the outcome of field research undertaken between September and December 2003. A convenience sample of 1,365 of Greece's non-skiers was used. Data were statistically analysed using categorical regression, cluster analysis, frequencies, percentages and means in an effort to identify the effect of the basic classification/independent variables of non-skiers' socio-economic status on their perception of 'participation constraints'. The findings from this research are described and discussed, and the authors highlight their relevance to marketing practitioners and policy makers in the formulation of appropriate marketing strategies to attract and satisfy these non-skier segments.