Case Study

Study carefully the situation in Snow Mountain County described in the table below. For location of the entrepreneurs see the map. Be ready to answer some questions and tasks.

Situation in Snow Mountain County:

There are 4 tourism entrepreneurs in Snow Mountain County: 3 accommodation establishments and a husky entrepreneur. All sites are located in a picturesque natural environment. The entrepreneurs are willing to offer outdoor activities and cooperate in order to attract more tourists during winter, develop and promote a common product of active holidays in the countryside.

1.– B&B Skatehouse in Dornenburg

B&B (4 double rooms) is located in the village Dornenburg near the lake. The owner would like to offer some outdoor activities that do not require big investment. An NGO in Dornenburg has developed and maintains a walking route around the lake. The access to the village from the main highway is very bad. There is a path linking the village with Schlossburg and Witland, but the latter is too long to be done within 1 day, and there are no overnight possibilities existing on the way.

2.– Husky enterprise Across Snowland near Dornenburg

A husky entrepreneur business is situated in the vicinity of Dornenburg. Being quite isolated from other places, he has difficulty in attracting clients.

3.– The Dormits family hotel in Schlossburg

Family hotel (10 double rooms) situated in the village Schlossburg has a good road access from the main highway (200 km away from the city) and a well-arranged spacious parking. Most of the clientele are families, but the owner would like to extend the range of his clients and is ready to make big investment in outdoor entertainment equipment. Also, he plans to create a new exotic restaurant (possibly combined with a small accommodation unit) somewhere in the area. There is a route connecting Schlossburg to Dornenburg and a countryside road and a path linking him to the chalet in Witland.

4.– Chalet Sneeuwzicht in Witland

Chalet has been providing bar and accommodation services (in twins and self-contained cottages) for many years to tourists coming for downhill skiing. It is located in a small village of Witland at the altitude of 800 m at the foot of the mountain with developed ski infrastructure and near the ski-lift. Recently, as the mountain is not high, its slopes are slow, the flow of tourists significantly decreased. The owner is eager to offer other winter sport services. The main traditional access to the chalet is from the south, but the chalet is also linked by a countryside road and a path to Schlossburg.

Questions:

How can these entrepreneurs cooperate?

How can each of them profit from the activities/facilities of the others?

Which additional services could they offer based on the conditions and mutual goal of providing active vacations opportunity?

Tasks:

Develop a general agreement for the entrepreneurs, common reservation formfor all accommodations, and advertisement materials

On the basis of all the resources, develop a new common 1-week long active winter vacation tour and its advertisement.

Compare your plans with the proposed solution (next page) and answer the following questions:

In which aspects do they differ? Which ideas do you think are better in your version and which one in the proposed solution?

Consider if some ideas can be borrowed and applied to your situation. Explain.

Proposed solutions:

General Agreement of the Tourism Association Clog County

The undersigned entities providing small-scale tourism services in Snow Mountain County

The Dormits Family Hotel
Igloo Iglu Experience
B&B Skatehouse
Chalet Sneeuwzicht
Husky enterprise Across Snowland

Provided that

Clog County has no specific historic/architectural/archaelogical tourist attractions, and its main value is constituted by natural surroundings;
Tourist flow is seasonal and significantly decreases in winter time causing losses to all the entrepreneurs;
There is a great potential of development of active outdoor winter tourism by the existing tourism entities along the existing paths between the locations;
Each participating entrepreneur potentially benefits from the network cooperation with other entrepreneurs by attracting larger number of tourists and, thus, receiving greater revenues,

Hereby establish cooperation in the form of Tourism Association Snow Mountain County

and agree on undertaking the following:

Create a chain of 4 accommodation providing, among others, active outdoor winter services to tourists at fixed rates;
Introduce a common booking system and discount on services reserved via Association booking system during the first year;
Develop common arrangements and new products in the area of active holidays in the countryside in wintertime (including cross-country skiing / snow walking / skating routes);
Upgrade the existing routes, develop and maintain the new routes between the locations;
Set and implement a common PR plan;
Produce a brochure and arrange advertisement on the common contributions.

Cooperation between the parties on the agreed terms becomes valid on the date of signing the Agreement.

The representatives of the respective parties agree to the above terms of cooperation and sign the General Agreement:

…………………………………………………………………………………………

Date, place.

Accommodation Association Snow Mountain County offers you a special chance to have an outstanding active winter vacation, enjoy the beauty of the natural landscape, get acquainted with local traditions and participate in the unique active experiences.

Special 1-week active vacation package (6 nights):

One night in a family hotel *** (on a twin-room basis), traditional welcome
Information package with the detailed route description
Half-a-day snow-mobile safari, with a lunchbox and luggage transfer
Two nights in B&B (on a twin-room basis), Swedish buffet breakfasts
Skating tour of the lake
Husky sledging
Dinner of authentic regional cuisine in an igloo-shaped restaurant, sauna and mountain tea
One night in an igloo (a sleeping bag, warm outfit, morning drink, breakfast provided)
Skiing tour, with a daypack (remains your property!) and luggage transfer
Two nights in a chalet (on a twin-room basis)
Two-days ski pass or one-day snowboard rental (1 option only)
Snow walking tour with luggage transfer / snow mobile transfer to the starting point

Offer valid December 2010 through March 2011.

Price …….. per person, single supplement ……, reservation charge …….

Website www.SnowMountainCounty.com

Tel: + 101 0481-450107, e-mail: infowinter@snowmountaincounty.com