European nautical tourists: exploring destination image perceptions

Purpose – Nautical tourism is considered to be an under-exploited research area, if we take into account its evolution and growth prospects. This lack of knowledge is probably one of the main reasons the sector has not reached its maximum. The present paper aims at exploring the European nautical tourists´ perceptions of image, in relation to the type of nautical sport they carry out and the type of nautical destination they visit. Methodology – The research was conducted in the Canary Islands and Morocco during 2013 and 2014. The sample covered 433 European nautical tourists pursuing different nautical sports and was organised into two groups. Structured questionnaires with personal interviews were implemented. Choosing a mature nautical destination and an emerging one enriched the comparative approach for the study. The findings indicate there are clearly similar profiles amongst the groups of tourists visiting both regions, and that the perceived image varies between a nautical tourist doing sailing and a nautical tourist motivated by other nautical sports. The data analysis reveals that perceptions also vary according to the more intensive and extensive use of the destinations. Originality – This empirical study provides useful insights into the demand for nautical tourism, the perceptions and evaluations of the ports and marinas as well as the destinations themselves, which can be used as a guide for the tourism industry managers and the Government Authorities to develop more effective marketing and positioning strategies. The study of the destination image in nautical tourism is a contribution to the progress beyond the state of the sector.