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Title: The potential of yacht racing as niche tourism : a case study of the Rolex middle sea race 2012
Authors: Navarro, Caroline
Keywords: Yacht racing -- Malta
Market segmentation
Special events -- Management
Issue Date: 2013
Abstract: Yacht racing is one of the most exhilarating sports and the Rolex Middle Sea Race is one of the most unforgettable race courses on earth, starting and ending on the island of Malta. It is therefore inevitable that this topic should enhance Malta's tourism product. Identifying how the development and growth potential of the yacht race could assist Malta's niche tourism market is therefore the chosen subject of this study. The research aimed to investigate how the Rolex Middle Sea Race, as one of the top three offshore races worldwide, contributes towards developing a stronger yachting tourism product. The objectives of this research explore the role of the Rolex Middle Sea Race as an integral part of the sports events calendar and how such attributes can assist in strengthening Malta's niche tourism market. Evaluating the challenges the event faces in relation to the yachting industry and how they can be improved towards creating potential opportunities was an essential focus of this research. The case study chosen, the Rolex Middle Sea Yacht Race 2012, is specific and industry focused and a fundamental component of Malta's yachting and sports event tourism product. A qualitative research approach, towards an inductive and exploratory style suited the chosen method. Purposeful interviewing for sampling the data gathered was essential as specific data on the subject would become pivotal towards collecting the detailed and in depth knowledge needed for the successful outcome of this case study. The interviews were an essential contribution towards several key findings on the subject, highlighting the issues pertaining to a lack of awareness on the benefits of the industry. These included for example i) a general lack of statistical data making it impossible to measure accurately the statistical nature of the event from both an economic and social value. ii) The difficulty with berthing affecting not only the event but prospective business opportunities, such as Malta as an over wintering destination for yachts. The study highlights that the event creates very few negative impacts and attracts quality niche markets like the Russian and MICE tourism business. The ability, through the awareness of the yacht race, to revive the island's maritime III culture and traditions proves a very sustainable and sound way forward for Malta's tourism and as an essential part of the Mediterranean region. The study contributes important lessons learnt on this new subject of yachting events as a valuable tourism product and therefore essential towards the success of event management theory in global tourism.
Description: M.A.TOURISM
Appears in Collections:Dissertations - FacEMATou - 2013

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