Perceptual images of six selected Rocky Mountain ski resorts


Category:  Outdoor Recreation
Linked Publication
Language: English
Author(s): Danny Richardson
Description: The purpose of this paper was to identify the existence and the parameters of perceptual images related to winter ski areas. Six Rocky Mountain areas were se lected for this study, including Aspen, Colorado; Jackson, Wyoming; Park City, Utah; Snowbird, Utah; Sun Valley, Idaho; and Vail, Colorado. The image characteristics to be identified were examined by polling travel agents, based on the thesis that these agents have influence on client travel decisions, and therefore constitute an important test population. Agents were found to hold identifiable perceptions of the resorts, perceiving distinct characteristics. The data was analysed employing the Chi-square statistic, Analysis of Variance, and Least Significant Differences to identify significantly different resort pairs and characteristics.