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Journal of Travel Research, Vol. 34, No. 4, 39-46 (1996)
DOI: 10.1177/004728759603400406

Target Market Selection and Marketing Strategy: The Colorado Downhill Skiing Industry

Richard R. Perdue

The purpose of this research is to present a method of target market selection developed for the downhill skiing industry of Colorado. A two-dimensional system for strategically classifying alternative markets on the basis of existing sales and incremental sales potential is proposed. Using a regression model of Colorado ski visitation, the 205 nonresident areas of dominant influence (ADIs) in the continental United States are classified.


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