Is the Sea to Sky Gondola Squamish's Gondola?

Abstract

The Sea to Sky Gondola plays a vital role in Squamish, B.C.'s tourism ecosystem, and the residents of Squamish are essential stakeholders as customers for the operation. This research applies a stakeholder engagement theory to understand better the perception of the Sea to Sky Gondola to the residents. Semi-structured interviews and a self-administered survey, collecting market research, were applied to gather data related to the community perception of the gondola as well as the relevance of the gondola to the community. The research shows a positive perception that the gondola remains relevant to the residents; however, it also shares suggestions to ensure the Sea to Sky Gondola leadership team does not lose sight of what is essential to the community, especially as it grows and evolves.