Image perception of surf tourism destination in Brazil

Abstract

Purpose The purpose of this paper is to measure the image of surf tourism destination, Praia do Rosa, Santa Catarina, Brazil, in order to examine the complex relationship between destination image components and surfers’ behavior in relation to surfing itself and to the trips made to take part in surfing activities, in a surf spot. Design/methodology/approach From the tourist population in Praia do Rosa surf spot, in Brazil, a sample of 200 surfers was taken. Data analysis included the following multivariate techniques: exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling as a procedure for the development and reliability of the measurement models of destination image of surf tourism in Brazil. Data analysis was performed using PASW-SPSS 24 and Mplus 7. Findings Through EFA and CFA, it was possible to identify the attributes that make up the image of a surf destination and their relationship with the behavior profile of surfers. The results highlight the role of the different factors that make up the overall image of the destination, through the analysis of cognitive, affective and conative components. Research limitations/implications The results confirm and provide theoretical and empirical support for the research, showing that the set of observable variables and the specified latent dimensions are reliable. However, it is necessary to expand the sample studied so that the measurement model has better fit indices and show convergent and discriminant validity. Practical implications This study is relevant as it provides information that can be used by destination managers, especially regarding surf tourism. In the face of strong growth, the sector could benefit from the identification of destination image attributes which can be used in marketing campaigns put forward by both the public and private sector. Social implications The results of the current study provide both public and private tourism managers with insights into surf tourism demand useful in developing effective marketing and positioning strategies. Originality/value This study explored and tested the image perception in a surf destination. The results contribute theoretically and empirically to discussions about the components of destination image. Also, the findings add to the understanding of surfing behavior, one of the most popular sports in the world, with surfers willing to travel long distances in search of ideal surf conditions.

Surf Tourism in Uncertain Times: Resident Perspectives on the Sustainability Implications of COVID-19

“…Connected to development, crowding was also brought up many times during both data collection phases. This echoes a great deal of research in surf studies suggesting that surfing resources have recreational carrying capacities and the quality of surfing experiences are eroded and devalued when visitation exceeds this threshold [14,61,62]. In Bocas, two interesting resource use responses emerged-sacrifice zones and increasing pressure to surf areas further from tourist centers.…”

Can surf culture foster loyalty towards surf destinations?

“…The literature suggests that several aspects are important in selecting and visiting surf destinations, such as good surfing conditions (e.g. good quality waves, variety and type of waves) (Barbieri & Sotomayor, 2013;da Rosa et al, 2019;Sotomayor & Barbieri, 2016), opportunity to meet other surfers (da Rosa et al, 2019), food and beverage quality and prices, local community hospitality (da Rosa et al, 2019), safety, natural attractions (Barbieri & Sotomayor, 2013) and cultural attractions (da Rosa et al, 2019), among which surf culture emerges (Barbieri & Sotomayor, 2013;Iliuta & Wiltshier, 2018;Sotomayor & Barbieri, 2016). However, a search of the literature revealed no studies that specifically investigate the influence of cognitive image on the overall image of surf destinations.…”

“…The results support the positive influence of both dimensions, concerning 'people who experience the surf culture' (β = .220, t = 2.836, p < .005), and 'respect and local dynamics associated with surfing' (β = .286, t = 3.918, p < .001) on the 'overall image of surf destinations'. The fact that the influence is not very high may derive from the attractiveness and overall image of the surf destination probably being influenced by many other aspects, as suggested in the literature, such as good surfing conditions (Barbieri & Sotomayor, 2013;da Rosa et al, 2019;Sotomayor & Barbieri, 2016), opportunity to meet other surfers (da Rosa et al, 2019), surf events (Barbieri & Sotomayor, 2013;Iliuta & Wiltshier, 2018), local community hospitality (da Rosa et al, 2019, beach facilities (Barbieri & Sotomayor, 2013) and natural attractions (Barbieri & Sotomayor, 2013). Most importantly, however, this study contributes to advancing knowledge about surf culture, showing that visitors' perceptions of surf culture have a positive impact on the overall image.…”

“…In recent decades, the number of surfers has significantly increased (da Rosa, dos Anjos, de Lima Pereira, & Junior, 2019), motivated by the imagery, proliferation, and commercialization of perfect and uncrowded waves in distant and exotic places (Holt, 2021;Ponting & McDonald, 2013). Surfing is considered a way of life and expression (Dolnicar & Fluker, 2003), with surf culture being used in marketing strategies (Moutinho, Dionísio, & Leal, 2007).…”

Surf Destination Attributes

“…A surf destination comprises a set of strategic attributes that satisfy, encourage and motivate surf tourists to visit and to stay longer within the destination (Reis, 2020). These attributes are crucial for the competitiveness of surf destinations and determine the destination image as well as its choice by surf tourists (da Rosa et al, 2020;Reis, 2020). As depicted in the figure, these attributes can be categorized into surfrelated attractions; other attractions; local surf industry; other destination elements; accessibility; and infrastructure and support equipment.…”