ABSTRACT
The literature has, over time, defined the concept of “destination” as both a system of attractions and the geographic area that encompasses them, identified on the basis of the range of needs of intermediate or final customers (Leiper, 1995). In the European context winter destinations operate principally in the Alpine region, serving a target customer group interested in sport, skiing being of particular importance. For this reason Bieger (1997) refers specifically to “winter sports destination” (italics added). The Alpine destinations display the characteristics typical of the community model (Bodega, Cioccarelli & Denicolai, 2004). It is a model with a fragmented supply side, centred on independent SMEs “operating in a decentralised way and where no unit has any dominant administrative power or dominant ownership within the destination” (Flagestad & Hope, 2001, p. 452). This fragmentation is reflected in the structural complexity of the strategic positioning sought by local businesses and by potentially conflicting views of the course the destination should take in its future development (Buhalis, 2000; Williams, Gill & Chura, 2004). On the other hand one often finds a sense of shared values at these destinations, an indispensable point of departure for any dialogue between operators. Precisely such characteristics have led a number of authors to describe “community based” destinations as “tourist districts” (Dredge, 1999; Sainaghi, 2004, 2006).
