Enhancing destination competitiveness through paddlesports: Insights on the needs, motivations, concerns, and expenditures of flatwater paddlers in the southeastern USA

Water-based recreational activities, particularly paddlesports, have experienced significant growth since the COVID-19 pandemic due to their physical health benefits and alignment with social distancing practices. This study focuses on flatwater paddling in the southeastern United States and seeks to inform destination development strategies by examining how paddlers' needs, motivations, and spending behaviors differ across skill levels. Drawing on extensive panel data, the study employs cluster analysis and ANOVA to identify distinct paddler profiles. Results show that beginner paddlers demonstrate heightened needs for amenities (e.g., restrooms, parking), stronger concerns regarding safety and emergency support, and greater interest in cultural, culinary, and local outdoor tourism activities. In contrast, advanced paddlers travel longer distances and exhibit stronger spending power, particularly on transportation and retail, contributing more significantly to local economies. These findings challenge earlier assumptions of homogeneity among paddlers and highlight the critical importance of beginner markets. By strategically catering to beginners’ preferences, destinations can both grow their market base and foster participant progression toward advanced skill levels, thus gaining long-term returns. Moreover, the study underscores the potential of flatwater environments as accessible and sustainable “blue space” tourism resources, offering differentiated experiences from more advanced whitewater destinations. The research provides both theoretical and applied implications for tourism policymakers and developers, suggesting that targeting regional beginner paddlers through improved amenities and cultural offerings can strengthen local economies while enhancing the overall competitiveness of paddlesport destinations.