Pull and Push Drivers of Giant-Wave Spectators in Nazaré, Portugal: A Cultural Ecosystem Services Assessment Based on Geo-Tagged Photos

Abstract

This paper maps the cultural ecosystem services (CES) of a well-known giant-wave hotspot located in Nazaré, Portugal. The paper adopts a qualitative approach combining an auto-ethnographic direct observation of a journey and the content analysis of photos and videos posted on the YouTube and Facebook pages of tourists and operators. A total of 44 geotagged photos from a sample of 6914 photos retrieved from Flickr allowed the classification and spatial distribution of several CES: (1) recreational—surf activities; (2) aesthetic—photography; (3) spiritual—dark tourism and risk recreation; (4) intangible heritage—maritime knowledge; (5) scientific—wave height forecast; (6) sense of place; and (7) social relations. The paper also proposes a theoretical framework that highlights the pull drivers (risk recreation, storm chasing, or spectacular death voyeurism) and the push drivers (e.g., marketing campaigns and wave forecasts alerts) that explain the behaviors of the big-wave spectators/chasers during the experience journey. Public decision-makers, destination marketing organizations, tourism operators, and business entrepreneurs must acknowledge the relevance of journey mapping in order to identify the moments of stress and the touchpoints associated with peak/positive experiences generated by these CES. This study confirms some push and pull factors assessed by previous studies.