Alpweek 2008 LÕArgenti re ÐLa Bess e - 12 june · ¥ reduction of cable number ¥ problem of...

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A.Macchiavelli Alpweek 2008 L’Argentière –La Bessée - 12 june Ambivalence in the innovation: tourism in the Alps in 20th century Andrea Macchiavelli – Università di Bergamo

Transcript of Alpweek 2008 LÕArgenti re ÐLa Bess e - 12 june · ¥ reduction of cable number ¥ problem of...

Page 1: Alpweek 2008 LÕArgenti re ÐLa Bess e - 12 june · ¥ reduction of cable number ¥ problem of dimension of slopes ¥ s k i a r e a s e n l a r g e m e n t ¥ s t a b l e d e m a

A.Macchiavelli

Alpweek 2008

L’Argentière –La Bessée - 12 june

Ambivalence in the innovation: tourism in the Alps in 20th century

Andrea Macchiavelli – Università di Bergamo

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A.Macchiavelli

3 Two parts

• short excursus on the ski areas evolution

•focus on some factors which define innovation: their impact on the development of ski areas

A.Macchiavelli

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• winterization of summer destinations

• élite market

• lack of cable transports

• entertainment

• activities: ice sports and sledge

A.Macchiavelli

SKI AREAS EVOLUTION

Pre-modern phase (1890-1950)

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• development of investments

• first cable transports

• lack of a planning development of the area

• élite market, with wider prospects of market

• domestic market

A.Macchiavelli

SKI AREAS EVOLUTION

Pioneering phase of the development (1950-’65)

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3 • great growth of the market

• ski areas expansion

• trend to mass tourism

• development of equipment and slopes

• local government intervention

• accommodation, restoration, shopping, real estate

• small-medium areas prevailing

• sporting proposal (downhill skiing)A.Macchiavelli

SKI AREAS EVOLUTION

Phase of development (1965-’80)

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A.Macchiavelli

SKI AREAS EVOLUTION

Reinforcement phase (1980-’90)• progressive reduction of the growth

• strong investments in upgrading cables and in snow production

• Technology:• increase of capacity• reduction of cable number• problem of dimension of slopes

• ski areas enlargement

• stable demand

• polarization on the best areas

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Signals of crisis, driven by:

A.Macchiavelli

SKI AREAS EVOLUTION

Transformation phase (since 1990)

Exogenous factors

• soil scarceness

• climate

• demographic evolution

Endogenous factors

• competition

• saturation of west market

• evolution of socio-cultural trends

• change of snow activities

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Skiing: mature product?

A.Macchiavelli

SKI AREAS EVOLUTION

Transformation phase (since 1990)

decline

restructuring

reinforcement

development

70 80 90

start

boom

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1. Innovation must give an increase of productivity

= more output with the same input

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

In the mountain

Condition of survival of economic activities

Innovation

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Till today, productivity in tourism

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

Use of natural resources for wider

and wider people

(Thanks to)technology

Based on

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A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

Today, the problem is the same(more output with the same input), but:

• we cannot exploit further the same input

• some external conditions have changed (market, climate,…)

• there is a new demand (wellness, nature, culture, identity,…)

Problem: to produce income with other input. Is it possible?

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2. Innovation is different from invention and creativity

• Result of a process to improve what already exists

• has to measure with the context

Innovator:

must compare with all factors playing

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

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A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

Risk:

Extract the innovation from the whole context

Not to consider the negative effects which innovation could produce in the

future

Ambivalence of the ski areas in the past

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3 3.Listening and giving solution to needs

is the source of innovation

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

Listeningnot attached to the same models

(widespread behaviour in the mountains region)

Catching emerging

needs

• Needs change

• resources could be used differently

Matching!

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Also in the past the same logical process, but….

…now emerging needs:Nature/wellness

Meet cultureEmotion

Ambivalence: the same models in a changing context

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

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3 4. Innovation dipends on the human

resource

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

motivation

competences

skills

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Is not (only) a problem of R & D,but of characteristics of the people

A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

• curiosity• listening/dialogue capability• responsibility•confidence

• risk• flexibility• no ideological approach

Has the mountain these people?Two risks (ambivalence)

Self-sufficiency Import of external model

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A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

5. Innovation needs a competitivecontext, but also…

….a collaborative context

No contrast

“Cooperation to compete”

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A.Macchiavelli

INNOVATION AND SKI AREAS:

CONDITION AND AMBIVALENCES

Ambivalence:

Mountain feels more solidarity/community dimension

than cooperation

Difficult unitary strategy

Role of the leadership!

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A.Macchiavelli

INNOVATION AND SKI AREAS:

CONCLUSION

The more evident ambivalences today in the mountain resorts:

little knowledgeof demand and

competitors

resistance to change

role of Public Administration

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A.Macchiavelli

Alpweek 2008

L’Argentière –La Bessée - 12 june

Ambivalence in the innovation: tourism in the Alps in 20th century?

Andrea Macchiavelli – Università di Bergamo


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