Evolutionary and transformational approaches in the strategic management of alpine ski resorts: prospects for digitalization and digital transformation
In the context of globalization and the development of new digital technologies and solutions, the relevance of digitalization in tourism and sports in general, as well as in strategic management of alpine ski resorts in particular, is undeniable. The article considers the characteristics of two approaches in strategic management of organizations: evolutionary and transformational ones. As a result of systematization of the stages of evolution of strategic management, it is proposed to single out the fifth stage (2020 – present), which is characterized by the transition from strategic management to modeling the future (foresight) using digital systems. The author’s interpretation of the evolutionary approach to strategic management of the organization is proposed. The stages of evolution, i.e. the stages of the life cycle of the ski resort, are emphasized. The author of the article presents a comprehensive analysis of the impact of digital technologies on the strategic management of alpine ski resorts at each stage of the life cycle, identifying new opportunities to improve the efficiency and client-centeredness of services. The author examines the differences between two concepts: digitalization and digital transformation. The article examines the best practices in the application of dynamic pricing, offer personalization and gamification, as well as innovative technologies such as spherical video and unmanned aerial vehicles. The digital technologies used in alpine ski resorts are highlighted; and the impact of these technologies on the operational activities and competitiveness is determined. The author’s model of alpine ski resorts digitalization at different stages of the life cycle is proposed. The article will be of interest to specialists in the field of management of tourist and alpine ski resorts, developers of digital solutions for tourism and sports, as well as researchers studying the trends of digital transformation in the leisure and entertainment industry.
Otchertsov, M. V. (2024), “Evolutionary and transformational approaches in the strategic management of alpine ski resorts: prospects for digitalization and digital transformation”, Research Result. Business and Service Technologies, 10 (2), pp. 52-67. DOI: 10.18413/2408-9346-2024-10-2-0-4
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