Arosa - Transforming an Iconic Destination
Journal
The Case Centre
Type
case study
Date Issued
2024-01-19
Author(s)
Abstract
This field case documents the transformation of Arosa Tourism — a tourist organization that manages the Swiss alpine destination Arosa — under the guidance of tourism director Pascal Jenny. The case starts with a brief description of the tourism industry and Arosa’s history, with the goal of explaining the intricacies of the industry, the past business model of Arosa Tourism, and the situation before Pascal Jenny became director at Arosa Tourism. The case then goes deeper into the first years when Pascal Jenny took over the helm at Arosa Tourism to describe chronologically how Jenny formulated and implemented a new vision and strategy for Arosa Tourism. Subsequently, the case highlights how the implemented strategy unfolds and how Arosa Tourism piece by piece transforms the business model from a classic tourist-organization-based business model to an event-driven business model. Towards the end, the case highlights the success and refinement of the implemented strategy. The case concludes with open questions as to how Arosa Tourism should move into the future.
Language
English (United States)
Keywords
business model design
tourism
transformation
strategy
innovation
entrepreneurship
Official URL
Subject(s)
Division(s)