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The youth travel market is an important market segment in terms of size and growth rates. Youth travelers, however, differ in their travel motivations from other market segments. Therefore, in order to attract and satisfy youth travelers it is necessary to match their travel motivations with their perceptions of destinations. Based on an empirical study (N=2.128) among German Youth Travelers a methodology is presented which enables tourism managers to link travel motivations with perceptions of the destination. A two‐dimensioned matrix assesses the degree to which motivations and perceptions correlate. This analytical tool then forms the basis for the formulation of marketing strategies. The results of the empirical study presented in this paper show clear differences between travel motivations in summer and winter tourism and between perceptions of the Alps as a summer and winter destination.

The purpose of this paper is to evaluate possible impacts of climate change on tourism on a regional level and therefore to provide a basis for discussion for tourism destinations.

By means of a statistical analysis of data and a comprehensive desk research, the ecological consequences of climate change on regional level were outlined. In expert workshops, the effects on tourism were discussed and the main challenges for tourism enterprises and destinations were derived.

The ecological consequences of climate change are shown for the different destinations in the Bernese Oberland. The economic effects on tourism under changed conditions are estimated. The changes in tourism revenue, including adaptation measures, would result in annual losses of approximately 70 million CHF, or about −4 per cent.

There are many uncertainties regarding climatic development, effects on tourism and adaptability of the industry. In addition, the impacts depend heavily on local conditions and the structure of tourism.

The paper provides a useful basis for discussion for alpine tourist destinations planning to set climate change and its consequences on the agenda and develop strategies to face these new challenges.

This paper presents an analysis of ecological consequences of climate change and possible implications on tourism on a regional level and points out the challenges as well as possible mitigation and adaptation strategies.

Most Alpine destinations are currently in the mature phase of the development life cycle, placing them near the precipice that leads toward a period of irreversible decline. After describing the principal reasons for this phenomenon, the paper aims to set forth a strategic response, within the logic of destination re‐engineering, that is based on recent changes in the motivations and behaviors of tourists. A new market segment has emerged that shows a heightened sensitivity to environmental protection, local cultural preservation and to the overall authenticity of the vacation experience. This segment, defined with several terms (eco‐tourism, nature‐based tourism, responsible tourism …), is potentially a very important market in terms of both quantity and quality, on the condition that the destinations should be able to compete by maintaining originally and authentically attractions.

The study is based on field research with the administration of about 1,000 questionnaires to tourists in one of the main valleys in the Dolomites.

The paper presents a definition (including the diverse approaches emerging thus far) and a set of descriptive variables of the tourist segment identified as “4L tourism” (landscape, leisure, learning and limit), which could provide the mature destinations to innovate the offering in a sustainable way.

The results make it possible to identify some elements of a behavioral and motivational profile of a new segment of tourist, and to identify new offerings.

The paper presents identification and analysis in the logic of destination marketing of an emerging segment of tourist.

Upon the changes that have taken place in the tourist sector since the 7 990s, the SMTEs and the destinations where they operate are called to reflect on the opportunity to redefine the strategic and organizational assets that have distinguished them until now in order to respond to new needs and desires coming from a more segmented demand side. This paper presents the results of a research project conducted in the Dolomites, the most important alpine area in terms of numbers of tourists, representative of a community tourist destination and where the tourists do not defer to intermediaries to organize the vacation (do‐it‐yourself tourists). The Dolomites are now in the “mature” phase of the development life cycle and as such need a new approach to the market in order to maintain loyalty among current visitors and to gain loyalty in new tourist segments. The research was done in the summer 2001 and winter 2001–2002 by administering 5,000 online questionnaires to a representative sampling of “do‐it‐yourself” tourists. The objective was to study the decision‐making and behavioural models of do‐it‐yourself tourists and to build profiles of tourists who choose this destination. From these profiles it is possible to identify strategies that the SMTEs and the alpine destination as a whole could undertake to achieve the goals described above. The research highlights the importance for SMTEs to overcome the entrepreneurial spontaneity and to adopt an informed and planned business strategy. In this scenario the Regional Tourist Boards emerge as important actors that can play a key role in meta‐management.

Alpine destinations have a large number of decentralized actors who behave autonomously, but they jointly contribute to the tourism product of the destination. Guests expect quality standards comparable to those they experience in large businesses. Leadership is needed that goes beyond pure management tasks. The analysis of “Showcase Stubai” reveals how leadership for an alpine destination in Austria initiated a successful development of summer tourism by means of courageous goals, simple processes, and regionally adapted measures. The destination of Stubai is increasingly becoming a model for the hiking theme in the alpine region. Impressive numbers, data, and facts have confirmed the achievement of this development throughout the last five years.

The paper tries to look into the economic relations between tourism and agriculture. Agriculture is supplying values for the tourism industry directly and indirectly. The direct supply arises from the sales of agricultural products, which are bought by the tourism sector either from farmers or from firms who use agricultural products as an input. The indirect supply is the cultivation and preservation of the landscape, the most important factor of production for summer tourism in the alps. The costs of preservation are born partly by the farmers, and partly by the tax payer subsidizing the farmers, the consumer paying higher prices than the world market prices and only in few cases by a small amount of subsidies paid directly or indirectly by the tourism industry. Whereas the direct supply of farmers could be substituted by foreign products, the indirect input of the agricultural sector for the tourism industry has necessarily to be produced by domestic farmers.

With an increase in hot days, tropical nights, and heat waves, assumedly more residents of large cities will seek rest and recreation in higher-altitude tourism destinations during the summer. This phenomenon is referred to as the revival of ‘Sommerfrische’ (summer freshness or summer retreat). This chapter examines the impact of climate change on summer tourism in the Alps by urban residents. It scrutinizes the historical perception of the term Sommerfrische, as well as the understanding and perception of this term today, based on an extensive literature review and two focus-group discussions. The findings form the basis for specifying the attributes that can be used to describe a modern form of Sommerfrische. The results indicate that today’s understanding of what Sommerfrische could be and the attributes of Sommerfrische travel are very different from the historical phenomenon. Nowadays, summer excursions and short trips to destinations close to cities are considered to be Sommerfrische as long as they have escape from the heat as a common motive. The results demonstrate the broad interest of urban residents in Sommerfrische and also suggest avenues for further research on the adaptative behavior of town-dwellers in hot summers with respect to the extent of their actual and potential future travel behavior.

With more than 3.6 million overnights in 2012, Ötztal is the strongest destination in Tyrol, Austria. The destination encompasses very different geographic conditions suitable for different kinds of tourism offers. This results in a very strong winter season in the higher regions and a more seasonally balanced set of tourism offers in the lower regions. Until 2006 the destination was split into five parts, managed by five independent DMOs. After merging these DMOs, the destination management faced issues around how to integrate distinct stakeholder interests regarding tourism development. The case highlights how different actors are integrated into destination governance. One focus is on the destination network and relationships between different actors, while information exchange between different actor categories and influences on decisionmaking are also emphasized.

Stubaital is among the top destinations in Austria, depending heavily on winter tourism. Families and individual tourists who seek hiking or skiing are the core target segments. After merging two DMOs that previously managed separate parts of the area, problems of cooperation and coordination between actors from different regions occurred. This was partly due to different interests rooted in different resource endowments. The main goal of the DMO has been to strengthen the summer season in order to reduce dependency on winter tourism. Destination governance therefore must foster cooperation and joint planning activities among the stakeholders. The Stubaital case illustrates stakeholders’ perceptions of power constellations and patterns of communication among stakeholders and their influences on destination development.

Travel motivation has received considerable attention in the tourism literature. Although motivation is only one variable explaining tourist behaviour, it is regarded as one of the most important. Hence, nature‐based tourism resources as non‐market goods or destination goods have their own economic value, which is frequently neglected. This paper seeks to examine this issue.

The Delphi study among tourism experts attempts to quantify the value and significance of nature and landscape for tourists’ travel motivation for vacations in the Tirol at present and in the future.

The survey shows that particularly in the summer season Nature/Landscape is the most important theme for summer vacation in the Tirol today and will be even more in 2020. Therefore, it clearly is one of the most essential travel motives in the eyes of the experts. Nature‐based vacation has a strong significance and value for the Tirol, with Nature ranging among the top three strengths in the Delphi survey.

The Tirol provides very good prerequisites with regard to nature and experts see high importance in natural resources in 2020 in winter and summer alike. This indicates that tourist providers have to continue producing nature‐based products, offers and attractions in order to meet the challenges of the market.

The current findings add to a growing body of literature on travel motivation and the findings will enhance the understanding of the significance and value of non‐market goods for travel decisions.