From Experience to Expectation: Assessing the Adoption and Future Potential of Robots in Nautical Tourism Marinas

Stakeholders in the tourism system, recognizing the importance of digitalization and the adoption of modern technological solutions, are increasingly integrating artificial intelligence into their operations, including the use of autonomous robots. These initiatives should primarily aim to enhance the customer experience by simplifying and streamlining procedures, while allowing tourism employees to devote more attention to guests. Nautical tourism is a specific form of tourism in which the Republic of Croatia is a global leader; however, it also faces a shortage of qualified staff. Marinas, as the most significant stakeholders within the nautical tourism sector, are the first to invest in the development of innovative solutions. In addition to reviewing the theoretical framework, this paper emphasizes primary research. The aim of the research was to examine the attitudes and habits of nautical tourism guests regarding the adoption of new technologies in marinas, as well as their willingness to use autonomous robots. Given the decision to develop and implement autonomous robots in business operations, the research was conducted among users of nautical services in one of the most modern nautical tourism ports in Croatia and the Mediterranean. A structured online questionnaire was used. The results indicate users’ readiness for the immediate adoption of autonomous robots in certain services, providing a direct incentive for stronger implementation of similar solutions among other stakeholders. This research also suggests that Croatia has the potential to become a technological hub for smart nautical tourism.