Özet:

The marina industry, as a service industry, is constantly developing with the effect of yachting in the world. In connection with the fact that most of the services provided in marinas are described as luxury services, day by day, it is becoming more difficult for marinas to create satisfaction by meeting the customized expectations of the target customers in a competitive environment. It is understood that it is not enough for the marinas to move forward with an understanding that only cares about service quality to be able to attract new customers and have loyal customers. Accordingly, it is seen crucial to focus on the preference factors in marinas by considering the changing demands and value understandings of the customers. The aim of this study is to reveal whether the factors affecting the preference of marina customers differ according to demographic characteristics. The research data were collected from marina customers receiving service from marinas in Muğla. The data were collected from 455 marina customers between 15.07.2021-30.01.2022 by convenience sampling method. The hypotheses of the research were tested with dummy variable regression analyzes and multiple regression analyzes using SPSS 22.00, AMOS 21.00 and JAMOVI 2.3.18 statistical programs. According to the results of the research, the factors affecting the marina preference; prestige, word of mouth communication, attractiveness, local culture, entertainment, service and service quality, accessibility and supportive elements. Furthermore, it has been determined that the factors affecting the marina preference differ according to the demographic characteristics of the marina customers.

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