Abstract
The present study examines events tourists participating in a regatta with a view to exploring their role and potential to counteract destination seasonality. A sample of participants was segmented by their socio-demographic profile, previous experience, satisfaction and expenditure. The analysis of the results showed distinct socio-demographic characteristics and motivations for choosing the tourist destination, as well as different patterns of tourist behaviour, levels of satisfaction and spending. The main conclusions of the study indicate that socio-demographic and behavioural variables reveal three major segments: moderately experienced, less experienced, and more experienced. It was concluded that small- and medium-sized sports events, such as the regatta in question, could contribute to the reduction of the effects of seasonality, and to the improvement of the economic and social revitalisation for host cities, significantly in events held during the months of lower tourism activity. The analysis of the participants in the 47th annual S.A.R. Princess Sofia race, and the analysis of motivations and levels of satisfaction should contribute towards improving the efficiency and effectiveness of the organisation of future events. This type of event, with international participation and global media coverage, could help to reposition the Balearic destination and offer alternative products to the hegemonic sun and beach. The results of this study have shown that sailing sports tourism is heterogenous, and they could be used to develop business strategies aimed at improving the marketing of the segments identified. As a sports activity, sailing races can be used as a pull factor in tourism.
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Rejón-Guardia, F., García-Sastre, M.A., Alemany-Hormaeche, M. (2019). Sailboat Race Events: Exploring the Effects of a Regatta in the Balearic Islands. In: Artal-Tur, A., Kozak, M., Kozak, N. (eds) Trends in Tourist Behavior. Tourism, Hospitality & Event Management. Springer, Cham. https://doi.org/10.1007/978-3-030-11160-1_3
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