The management of recreation programmes from the perspective of water sports: The analysis of the case of the Agean Region

The main purpose of this research is provide a stiuational analysis of the recreational water sports services management in tourism enterprises in the Aegean Region. Additionally, within the scope of the research, the contents of the websites of the hotels serving in the areas near the sea were examined for promotion and information they have provided about the recreational water sports services. In the study qualitative research "criterion sampling" method was used in the selection of participants. Additionally, the websites of 104 5-star hotels in the seaside resorts of Muğla, İzmir and Aydın provinces were examined. According to the results of the study, it is seen that hotel businesses generally do not provide sufficient marketing communications content and information on their websites about the recreational water sports. Out of 104 five-star hotels whose website has been examined, only 44 of them had recreation-related menus, while only 25 of these hotels hadimages relating to water sports. On the other hand, there is an activity directive for recreational water sports offered in only 1 hotel. In the qualitative part of the study, the participants stated that recreational water sports are indispensable for hotel businesses. They also stated that geographical conditions have a critical importance in the presentation of recreational water sports. On the other hand, it has been determined that the change in customer profile and differentiation of customer expectations in recent years have reduced the demand for water sports. Considering the qualitative research findings, it was revealed that hotel managers generally associate the concept of recreation with activities such as entertainment, rest, relaxation and socialization. According to the hotel managers, the main deficiencies in recreational water sports are the lack of qualified service, lack of coordination, inadequate promotion and inadequate personnel. Hotel managers have categorized the basic risks related to recreational water sports as accident risk, death risk, environmental risks and safety risks. Hotel managers stated that recreational water sports have an important effect on customers' choice of their hotels. Based on the findings of the study recommendations have been to the policy makers, practitioners and academics.