ANALYSIS OF THE FACTORS AFFECTING YACHTSMEN'S LONG-TERM BOAT BERTH LOCATION PREFERENCE PROCESS

Abstract

This study examines the factors influencing yacht owners' preferences for long-term berth locations, an area gaining importance as yachting grows in popularity. As yachting increasingly becomes a favored leisure activity, it is essential for yacht harbor operators to understand the preferences of yacht owners to attract and retain them. The research analyzes survey data from 173 yacht owners, focusing on both demographic and yacht-specific factors affecting their decision-making process. The findings highlight that flexible pricing, picturesque and easily accessible yacht harbors, and strong security measures, such as around-the-clock surveillance, play a crucial role in determining yacht owners' choices. Yacht harbors that offer a scenic environment are especially attractive, while enhanced security features provide peace of mind and increase the likelihood of being selected. Additionally, the range and quality of services offered at the yacht harbor, such as technical support and Wi-Fi access, are highly valued and contribute significantly to overall satisfaction. The study emphasizes the need for yacht harbor operators to tailor their offerings to meet the specific needs of various demographic segments and adjust pricing, security, and service quality accordingly. Recommendations include integrating smart yacht harbor systems and promoting sustainability practices, which are becoming increasingly relevant for today’s yacht owners. Ultimately, this research underscores the importance of strategic planning, enabling yacht harbor operators to refine their services, foster customer loyalty, and maintain a competitive edge in the industry by addressing evolving customer demands.