Exploring Consumer Motivation at Small-Scale Ski Resorts

Sport tourism is a dynamic and rapidly growing industry that has skyrocketed to over $45 billion. Scholars suggest that tourism should be studied from a psychological perspective to determine what motivates sport tourists to travel to specific destinations and what motivates them to return. Research on sport tourist motivation is plentiful, examining the behavior and intentions of both active and passive sport tourists. Tourists that visit a ski resort fall into both active and passive categories and possess a range of motivations.