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Customer segmentation for marinas: Evaluating marinas as destinations

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  • Paker, Neslihan
  • Vural, Ceren Altuntaş

Abstract

Marinas are a significant part of marine tourism activity and they are complex organizations having a highly heterogeneous business structure with many different companies trying to provide the various services that altogether compromise the so called “marina services”. From this perspective, they can be described as destinations and analyzed with a destination marketing perspective. This study aims to conduct a benefit segmentation approach to marinas as destinations, in order to identify the existing market segments based on yachters' expectations from them. Data were collected from 261 yachters of seven marinas located on Turkey's Aegean coast in 2014. The five identified segments are labelled as socially oriented, indifferent, supportive facilities oriented, service and prestige oriented, and touristic attractiveness oriented clusters. Clusters are validated by nine independent variables that define their socio–demographic characteristics and individual motivations for traveling to marinas. The results offer important implications both for practitioners and scholars.

Suggested Citation

  • Paker, Neslihan & Vural, Ceren Altuntaş, 2016. "Customer segmentation for marinas: Evaluating marinas as destinations," Tourism Management, Elsevier, vol. 56(C), pages 156-171.
    • Handle: RePEc:eee:touman:v:56:y:2016:i:c:p:156-171
    DOI: 10.1016/j.tourman.2016.03.024
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    2. Ewa Hacia & Aleksandra Lapko, 2020. "Analysis of the Marina Service Offer in the Southern Baltic Region," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 804-819.
    3. Ricardo Martín & Víctor Yepes, 2021. "Bridging the Gap between Landscape and Management within Marinas: A Review," Land, MDPI, vol. 10(8), pages 1-21, August.
    4. Yunhao Yao & Ruoquan Zheng & Merle Parmak, 2021. "Examining the Constraints on Yachting Tourism Development in China: A Qualitative Study of Stakeholder Perceptions," Sustainability, MDPI, vol. 13(23), pages 1-18, November.
    5. Ivan Marchevski & Krista Neykova, 2023. "The Consumer Choice Of Tourism Products - Sustainable Criteria For Market Segmentation," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 5-22.
    6. Cristina Bernini & Augusto Cerqua, 2020. "Are eco‐labels good for the local economy?," Papers in Regional Science, Wiley Blackwell, vol. 99(3), pages 645-661, June.
    7. Bernini, Cristina & Cerqua, Augusto, 2019. "Do sustainability policies finance local economies?," MPRA Paper 91882, University Library of Munich, Germany.
    8. Eleni Mavragani & Paraskevi Nikolaidou & Efi Theodoraki, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," Post-Print hal-02458464, HAL.
    9. Stebbings, Emily & Hooper, Tara & Austen, Melanie C. & Papathanasopoulou, Eleni & Yan, Xiaoyu, 2021. "Accounting for benefits from natural capital: Applying a novel composite indicator framework to the marine environment," Ecosystem Services, Elsevier, vol. 50(C).
    10. Mavragani, Eleni & Nikolaidou, Paraskevi & Theodoraki, Efi, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," MPRA Paper 93526, University Library of Munich, Germany.
    11. Pierpaolo D’Urso & Livia Giovanni & Marta Disegna & Riccardo Massari & Vincenzina Vitale, 2021. "A Tourist Segmentation Based on Motivation, Satisfaction and Prior Knowledge with a Socio-Economic Profiling: A Clustering Approach with Mixed Information," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 154(1), pages 335-360, February.
    12. Mauricio Carvache-Franco & Aldo Alvarez-Risco & Wilmer Carvache-Franco & Orly Carvache-Franco & Alfredo Estrada-Merino & Marc A. Rosen, 2021. "Coastal Cities Seen from Loyalty and Their Tourist Motivations: A Study in Lima, Peru," Sustainability, MDPI, vol. 13(21), pages 1-16, October.

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