Segmenting downhill skiing's latent demand markets

Ski organizations need to identify and surmount factors which hinder many latent demand groups from pursuing skiing so that participation in the activity will increase. To encourage nonskiers to participate, organizations must develop new products and creative marketing strategies which address the danger and cost associated with skiing. These problems are important enough to keep nonskiers from the activity inspite of the various positive benefits of skiing. Thus, an inexpensive ski experience package with services that overcome perceived time, money and personal readiness constraints would encourage nonskiers to participate.