Features of Nautical Tourism in Portugal—Projected Destination Image with a Sustainability Marketing Approach
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Published:2023-05-30
Issue:11
Volume:15
Page:8805
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ISSN:2071-1050
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Container-title:Sustainability
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language:en
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Short-container-title:Sustainability
Author:
Cardoso Lucília1, Lopes Eunice12ORCID, Almeida Giovana Goretti Feijó de1ORCID, Lima Santos Luís1ORCID, Sousa Bruno13ORCID, Simões Jorge2ORCID, Perna Fernando14ORCID
Affiliation:
1. CiTUR Centre for Tourism Research, Development and Innovation, Polytechnic University of Leiria, 2411-901 Leiria, Portugal 2. TECHN&ART, Polytechnic Institute of Tomar (IPT), Estrada da Serra, 2300-313 Tomar, Portugal 3. Polytechnic Institute of Cávado and Ave (IPCA), Campus IPCA, 4750-810 Barcelos, Portugal 4. School of Management, Hospitality and Tourism, University of Algarve, 8005-139 Faro, Portugal
Abstract
Nautical tourism stands out for its potential to achieve social-economic development in coastal and island destinations and as a lever for sustainable tourism. However, the lack of a clear definition of nautical tourism at the international level makes it difficult to characterize it, and the case of Portugal is no exception. In fact, despite the enormous potential of Portuguese nautical tourism, there is a lack of studies that characterize this type of tourism in the Portuguese tourism destination. This paper intends to make a first attempt to fill this gap by assessing the projected destination image of Portuguese nautical tourism with a sustainable marketing approach. In the design of the research, the content analysis methodology was applied. The data were collected from the official websites of the Portuguese legislation and the Portuguese nautical tourism players and analyzed through a theoretical model of sustainable marketing deriving from the literature review. The results provide the sustainable projected destination image of Portuguese nautical tourism and identify the main trends in the legislative framework, tourism activities, networks of players, and support infrastructures for Portuguese nautical tourism. The findings provide practical and useful insights for Portuguese nautical tourism stakeholders aiming to improve a sustainable projected destination image, as well as for researchers identifying research gaps in the nautical tourism topics. This study also provides a new methodological contribution, proposing a theoretical model of the projected destination image of nautical tourism with an approach to sustainable marketing, which can be applied to other nautical tourism destinations.
Subject
Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction
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