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Willy Fux
Willy Fux


Willy Fux has been involved in mountain tourism for 25 years. He started his career in service encounter and direct customer contact situations, evolved towards sales & marketing then strategic positions in different mountain destinations. He was involved in a ski school, worked for accommodation providers, a tour operator and 2 tourism boards. In 2008, Willy stepped aside from in-resort operations to offer his expertise through industry-specific market research, developing customer intelligence with an experiential twist. His clients include mountain resort operators, tourism boards, accommodation providers and developers, as well as a few start-ups. He has been a guest lecturer in France (Université de Savoie, INSEEC Chambéry) and conducts guest lectures on the topic of experience marketing at MCI Innsbruck.


Session 3

3rd March - 09:00h – 10:45h

Different shades of adventure

Adventure travel is generally associated with drivers such as interaction with nature and local population, but even more so with risk, effort and uncertainty, requiring certain skills and a high level of commitment. Motivations for adventure travel are therefore expressed by small segments within a population. Consequently, mountain destinations can perceive them as niches compared to the broader family and senior markets. Stimulating visitation and spending is a major objective for destinations. It could therefore be appropriate to explore new ways of understanding and defining the concept of adventure and the motivations that lead to it. By shuffling and fine-tuning the experiential drivers and the value they generate, we could make it agree with a wider range of audiences. We will therefore compare the fundamental dimensions of experience quality between different destination environments such as beach, city, countryside, mountains and multi-stage holidays, based on a survey conducted on a French NatRep sample. Furthermore we will compare the meanings and limits of the concepts of mountain biking and pedestrian hiking with regards to physical and cognitive involvement, as well as to potential visitation numbers in mountain destinations. Finally, we will discover a handful of innovative and successful solutions developed in different European mountain destinations, mixing authentic and hyperreal environments, and opening mountain adventure to a wider audience.

Organized by

Sant julià de LòriaGovern d'AndorraUNWTOAndorra Turisme


Andorra TurismeComú de CanilloComú d'EncampComú d'OrdinoComú d'Andorra la VellaComú de Sant Julià d eLòriaComú d'Escaldes-Engordany

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