Website Quality of Entities Managing Nautical-Sports Facilities as a Leisure and Active Tourism Alternative

Abstract

The quality of use of websites of entities managing nautical facilities was explored with the main objective of knowing its ability to attract potential users in the field of active tourism in nature. This activity is increasingly on the rise and has a significant impact on the economy. 304 websites were evaluated using the multipurpose model 2QCV3Q. It obtained these spaces have a good quality or even above average quality above average reference entities with a value of 3.55 (±0.7) in the Overall Evaluation. The best results were for the dimensions of Identity, Location, and Maintenance, identified as spearheading factors for good ratings. There was significance (p<0.05) between the Regions that were on the coast and those that were not, with the former performing better. Their websites can serve as reference models for those who want to position themselves in the sector through digital marketing. This was not the case when differentiating between island and mainland entities due to the great weight of mainland coastal institutions in the market. Furthermore, there is a quantity and quality predominance of Yacht Clubs, opposed to Companies, Schools and other types of entities, with more lucrative form of organisation. These Yacht Clubs' values position them as reference entities for the rest. The research's added value comprises that, in order to attract potential users, the elements on which web communication efforts should be focused are those related to brand identity, technical and maintenance aspects, and those related to interaction, communication with the user, and positioning in social networks. Selling the uniqueness of the natural space where the activity is carried out and the richness of its biodiversity can position the entity against others in the network through a strong brand identity.