Hi, Rosselli:

Switzerland continues to be a playground of the world!  The Country Brand Index released by brand consulting firm FutureBrand on ranking given to 22 countries includes Japan, Switzerland, and Germany in terms of tourism, investment and trade. Please take a look a the following recent research study---on how such transfromative leadership is facilitating the process of commodification of adventure ---that you may find useful:

This research study (Imboden, 2012) analysed how adventure is constructed and represented as an experience to purchase and to examine the particularities of a process of commodification of adventure transforming a theoretical concept into a range of activities labelled as “adventure”. Sweden and Switzerland are two countries that offer adventure tourism through similar activities but yet in a different geographical and cultural context. Written messages produced by the national tourism boards of Sweden and Switzerland are analysed using a reading grid that incorporates the main components of the concept of adventure tourism as identified in the literature. The theoretical foundations of adventure are compared with its empirical foundations once translated into experiences to purchase. The analysis reveals that the two sets of discourses mostly gravitate around the same themes: first, a strong emphasis on safety and comfort but paradoxically on thrill as well, second, an adventure represented as a unique, authentic and sometimes even spiritual experience that almost everyone can access, and third, surprisingly no reference made in the promotion material to two notions essential to the theoretical concept of adventure: risk and uncertainty!

• Imboden, A. (2012). Between Risk and Comfort: Representations of Adventure Tourism in Sweden and Switzerland. Scandinavian Journal Of Hospitality & Tourism, 12(4), 310-323.

Hope this helps!

Nadeem

It is an interesting article indeed, written by  a faculty member of the school where I also teach. 

My dissertation though is aiming in a slightly different direction:

The influence of transformational leadership on entrepreneurship innovation in the hospitality sector in Switzerland

And deceptively only very few studies are available on Swiss Hospitality leaders transformational style.

Thank you for your help and lead to a very interesting article.

Cordially

Fernando

Hi Rosselli, i would like to suggest if you can look into the transformational leadership in other field/area and try to link with hospitality industry. Not so much in hospitality industry but will do help in managerial/leadership/supervision/ context.

Regards,

Juliana