Substitution interests among active-sport tourists: the case of a cross-country ski event

In countries with northern climates, winter recreation and its associated active tourism have significant economic impacts. Record-low snowfall and record-high winter temperature patterns in the twenty-first century have restricted active winter tourism participation and negatively impacted the economy. In particular, winter active tourism events have been cancelled and delayed at increasing rates due to poor snow conditions, unsafe ice, and warm temperatures. Thus, cross-country skiing tourists are under pressure to substitute and managers must consider if and how to diversify ski facility use. This study explored substitution interests of winter active tourists and extends the active tourism literature to include the context of a changing climate and a winter event, specifically the case of a cancelled cross-country ski event. A random sample of registered event participants responded to questions about participation and specialization. Regardless of specialization and distance travelled, active sport tourists were more interested in substituting spatially than substituting activities. Based on the results, activity-consistent adaptation solutions to match skier interests are recommended. This research highlights the considerable agency of tourists and managers to adapt to the changing climate and environmental conditions through substitution.