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 appear 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.

摘要

帆船旅游被认为是一项重要的旅游活动和经济贡献者。如果没有充分评估码头属性对游客满意度的影响，航海目的地可能无法制定成功的营销策略并有效提高目的地的吸引力。因此，本研究通过采用独立样本检验了影响英国和丹麦航海游客满意度的码头属性。-测试、卡诺评估矩阵 (KEM) 分析和客户满意度系数的计算。这项研究发现英国和丹麦航海游客对码头属性的看法存在差异。英国航海游客更看重安全的航海体验，而丹麦人似乎更看重服务设施和娱乐机会。这项研究的结果有利于帆船行业和目的地社区，因为它深入了解了提供更高水平的游客满意度以及随之而来的帆船旅游社会经济效益改善所必需的因素。