Like other industries, the tourism industry struggles to keep up with changing tourism trends and behaviors. That's why ETOUR has invested in developing a model for external monitoring – trends on prescription.


In this project a number of studies where conducted. Initially a series of Challenge workshops were organized together with MTC (Marknadstekniskt centrum) focusing on managing and guiding destination development. Later, empirical studies included a benchmarking study, a survey of and focus groups with members of the DMO (destination management organization) in Åre, and a focus group and a survey of second-home owners in Åre. The focus of the empirical studies where on strengths and weaknesses of the destination, strategic development areas, trends and global change, and destination stakeholders. In particular the focus was on marketing and product development for all year round tourism in mountain destinations as an extension of a previous project in 2004 that focused on organization and investments in destination development of mountain destinations.

The report Vintersportorten året runt Del II is available (in Swedish) including results from the studies in this project.


Project period


Research centers

Project leader

Maria Lexhagen

Universitetslektor|Senior Lecturer


Project members

Bo Svensson

Universitetslektor|Senior Lecturer


Fredrik Olausson

Fredrik Olausson