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Understanding British and Danish sailing tourism markets: an analysis based on Kano's evaluation matrix

Understanding British and Danish sailing tourism markets: an analysis based on Kano's evaluation matrix

Christensen, Camilla Paaske, Shen, Ye, Kokkranikal, Jithendran ORCID: 0000-0003-0103-562X and Morrison, Alastair M. ORCID: 0000-0002-0754-1083 (2021) Understanding British and Danish sailing tourism markets: an analysis based on Kano's evaluation matrix. Tourism Recreation Research. ISSN 0250-8281 (Print), 2320-0308 (Online) (In Press) (doi:https://doi.org/10.1080/02508281.2021.1891742)

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Abstract

Sailing tourism is deemed to be a significant tourism activity and economic contributor. Without an adequate assessment of the impact of marina attributes on tourist satisfaction, sailing destinations may not be able to map out successful marketing strategies and effectively increase destination attractiveness. Therefore, this research examined the marina attributes that impact the satisfaction of British and Danish sailing tourists, by adopting independent-samples t-tests, Kano's Evaluation Matrix (KEM) analysis, and the calculation of customer satisfaction coefficients. This research found differences between the British and Danish sailing tourists' perceptions of marina attributes. The British sailing tourists place greater importance to safe sailing experience, while the Danish appeared to place more emphasis on the service amenities and recreational opportunities. The findings of this research are of benefit to the sailing industry and destination communities as it gives an insight into the factors that are necessary to provide higher levels of tourist satisfaction and consequent improvements to socioeconomic benefits from sailing tourism.

Item Type: Article
Uncontrolled Keywords: sailing tourism, sailing tourist, marina, Kano's evaluation matrix, customer satisfaction coefficient
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 31 Mar 2021 09:01
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/31224

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