What makes an attractive yachting destination? : a comparison between two case studies : marinas in Malta and a marina in Tuscany

Abstract

The nautical tourism niche is gradually becoming a more prominent niche market in the Maltese tourism industry. This research focuses on marinas as a yachting destination for nautical tourists through analysing factors which make a destination competitive and attractive. The research aims to compare the facilities and surroundings which a foreign marina boasts in comparison to those which Maltese marinas have in order to assess if the level of facilities, service and overall surroundings have an impact on the attractiveness of a destination. The research further explores crucial factors which may be of utmost important for a yachting destination. The researcher primarily introduced the relevant literature which was available in relation toward the subject to deepen the understanding of the yachting tourism niche. In order to conduct the research, a qualitative method of analysis was adopted and the data was collected through face-to-face interviews with industry professionals. Through these interviews, the researcher was able to compare the data collected with the literature review and also compile various recommendations toward the Maltese yacht tourism scene. The study found that marinas as destinations are not only attractive due to the facilities which they offer, but they are attractive due other factors which are discussed throughout the research. It is also concluded that although facilities are not crucial, they do give a yachting destination competitive advantage over those whose facilities are lacking. Through the case studies it is presented that Malta’s marinas may have competitive advantage over Marinas such as Marina Cala Dei Medici due to its geographical location, history and surroundings and climate amongst others, despite the fact that Malta’s marinas are not up to the same standards as this Tuscan marina. However, Maltese marinas do have numerous challenges and competitive low points which need to be improved upon. The study therefore highlights the strengths and weaknesses of Malta’s nautical tourism niche and contributes towards the ways in which the industry could aim to improve it.