Purpose This study investigates how mountain tourism destinations can maintain long-term competitiveness while adapting to the critical challenges posed by climate change. It aims to reconcile conflicting stakeholder priorities, such as those between environmental conservation and economic growth, through collaborative governance and the analysis of stakeholders’ mental models in the context of a ski resort redevelopment in the Italian Apennines. Design/methodology/approach Using a participatory action research framework and the mental models’ approach, the study maps and compares the perspectives of “experts” (planners, engineers and local authorities) and “non-experts” (local businesses, environmental organizations and civil society). Qualitative data collected across three phases were analyzed using the Gioia method to identify cognitive convergences, conflicts and trade-offs. Findings The results show broad agreement on promoting the territory and diversifying tourism year-round to reduce climate vulnerability. However, tensions emerged over specific interventions, such as artificial snowmaking and night lighting, highlighting the challenge of balancing development and conservation. Furthermore, this study highlights the emergence of “stakeholder ambassadors,” actors who assume phase-dependent roles to bridge communication gaps, mediate conflicts and facilitate dialogue. Research limitations/implications The findings are context-specific to the case study and focus primarily on local stakeholders. Researchers are encouraged to complement this qualitative analysis with longitudinal quantitative methods to better understand evolving stakeholder dynamics in other vulnerable regions. Practical implications Destination managers should institutionalize continuous communication cycles and formal feedback mechanisms to reduce cognitive biases. The study recommends building stable institutional frameworks that support “ambassador” roles to ensure political continuity and long-term social acceptability of adaptive measures. Social implications Inclusive processes build trust, align diverse stakeholder values and enhance democratic legitimacy, fostering resilience and social acceptability in tourism-dependent communities facing environmental and socioeconomic change. Originality/value The paper contributes to Tourism Destination Competitiveness literature by showing that a destination’s competitive advantage depends not only on physical infrastructure but also on governance capacity to align divergent mental models, a process facilitated by the ambassador role, which is enacted by different stakeholders across phases to support the negotiated and dynamic nature of competitiveness.
Aliperti et al. (Fri,) studied this question.