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Improving the Orchestration Resilience of a Smart Integrated Tourism Destination – A Case Study in the Swiss Alps

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  • Nanchen, Benjamin
  • Bovier, Anyssia
  • Golay, Benoît
  • Salamin, Jérôme
  • Fragnière, Emmanuel

Abstract

Most tourism destinations in Switzerland are fragmented. The result is that actors along the customer’s journey intervene in a disordered way. To create a smart integrated tourism destination, we posited that collaboration between these different actors should be trained upstream, in the design process. However, this training requires a laboratory independent of day-to-day business activity and allowing a type of rehearsal by the local stakeholders in the tourism industry. Through a case study based on SWISSPEAK Resorts (SPR), this research article illustrates that merely creating a digital marketplace for tourism is not enough to ensure a truly smart, integrated customer experience. Based on consecutive pre-experiments, we concluded that digital trust was of primary importance for the resilience of a smart integrated tourism destination and that orchestrating and rehearsing it was essential.

Suggested Citation

  • Nanchen, Benjamin & Bovier, Anyssia & Golay, Benoît & Salamin, Jérôme & Fragnière, Emmanuel, 2021. "Improving the Orchestration Resilience of a Smart Integrated Tourism Destination – A Case Study in the Swiss Alps," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 75(1), pages 24-42.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2021-1-24
    DOI: 10.5771/0042-059X-2021-1-24
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