Evaluating the quality of web communication in nautical tourism: A suggested approach

Abstract

In this article, the quality of web communication in nautical tourism is assessed, through an analysis of tourist ports websites. Tourist ports address their offer to a large variety of actual and potential customers (boaters, charter companies, crews, etc.), with every group having different drivers for interest in the port, variable expectations and specific needs to be satisfied. As a consequence, tourist ports should be capable of fine tuning their communication strategies and tools to the peculiarities of each group, to attract potential users, provide useful information to actual users and generally encourage loyalty toward the port itself. Websites, given their potential in reaching a wide international audience with rich and adaptable contents, play a major role in this purpose. This article puts forward an original evaluation tool to measure the quality of tourist ports websites, in terms of both quantity and value of the information provided; this tool is subsequently tested on a sample of tourist ports in Northern Sardinia (Italy), an area of great importance for nautical tourism in the Mediterranean Sea. Our work not only supports theoretical reflection about the quality of web communication in nautical tourism but also contributes practical recommendations to port managers on how to improve the quality of the port website.