Marinas provide shelter and services for vessels and boaters. This study aims to identify market segments among marinas' customers, using a benefit segmentation approach, where the importance that pleasure boaters pay to services and features of marinas is a proxy of the benefits sought. Data from 228 boaters was collected through an online questionnaire; a PCA and cluster analysis were performed, returning four well‐distinguished segments. The benefits sought by boaters shift from tourist and people‐related services to technical and boat‐centered services. Such a wide range of expectations can interest marina managers and may guide them in designing appropriate marketing strategies.
Benefit segmentation of pleasure boaters in Mediterranean marinas: A proposal
Clara Benevolo;Riccardo Spinelli
2021-01-01
Abstract
Marinas provide shelter and services for vessels and boaters. This study aims to identify market segments among marinas' customers, using a benefit segmentation approach, where the importance that pleasure boaters pay to services and features of marinas is a proxy of the benefits sought. Data from 228 boaters was collected through an online questionnaire; a PCA and cluster analysis were performed, returning four well‐distinguished segments. The benefits sought by boaters shift from tourist and people‐related services to technical and boat‐centered services. Such a wide range of expectations can interest marina managers and may guide them in designing appropriate marketing strategies.
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