<http://purl.org/dc/terms/description>
"This study critically examined how three Canadian ski resorts markets to the\r\nNexus Generation (population cohort aged 18 to 35 years) by evaluating the marketing\r\npractices of three leading ski resorts owned by a major resort development company\r\nlocated in Canada. The research objectives were to critically review the resorts'\r\nmarketing methods for profiling and targeting the Nexus Generation, and evaluate the\r\neffectiveness of these methods based on established theory in generational marketing.\r\nThe study followed a case study approach and a qualitative research methodology.\r\nMarketing Directors from the three ski resorts were recruited into the study and\r\ninterviewed using semi-structured interview methods. Interviews were conducted on-site\r\nat the respective resorts in order to provide a more natural environment for the\r\nparticipants and to facilitate field observations and collection of marketing plans and\r\nmaterials. Data analysis focused on the resorts' profiles and amenities, their target\r\nconsumer groups, and their marketing approaches, including any use of generational\r\nmarketing methods, and any targeting of Nexus.\r\nThe results indicate that the ski resorts' application of generational marketing as a\r\nmarketing strategy and their perceptions of Nexus as a market segment correlated well\r\nwith theories of generational marketing and the Nexus generation. The Nexus generation\r\nwas not identified as a specific target market, however, it overlapped many of the target\r\ngroups outlined by the ski resorts. Although not marketed to directly, Nexus was\r\nidentified as an important group and in particular their vitality and youth were valued as a\r\ndesirable quality to have associated with the resort.\r\nGenerational marketing was used by each of the resorts to varying degrees,\r\nhowever, further steps could be taken in this area such as determining major world and\r\nlife experiences that have affected the attitudes of skiing consumers, including their\r\nperceptions of critical ski resort amenities and services, and their attitudes towards money\r\nand consumerism more generally. The analysis contributed to the literature by providing\r\na concrete case study that critically evaluated generational marketing approaches at three\r\nCanadian ski resorts, and points the way for further use of generational marketing\r\nmethods in the ski industry."@en
<https://open.library.ubc.ca/cIRcle/collections/ubctheses/831/items/1.0077252>