Source: adapted from Mikulić, J. Krešić, D. and Kožić I. (2015). Critical factors of the maritime yachting tourism experience: An impact-asymmetry analysis of principal components. Journal of Travel & Tourism Marketing, 32(1), S30-S41.
Five dimensions have the potential to influence the yachtsmen’s overall experience. Three of them have a significantly higher, though asymmetrical, potential influence on the overall yachting experience. Core marina services and basic destination attributes significantly influence the level of satisfaction from marina use. While these attributes are unlikely to contribute to a delightful yachting experience, they should be provided at expected, satisfactory levels to avoid dissatisfaction among marina users. A third attribute is the yacht charter product, which enhances the yachting experience and serves as a satisfier for marina users. From a destination management and/or stakeholder perspective, this dimension has the potential to satisfy an increasingly important part of the market.
The onshore destination experience is by far the most influential yachting experience dimension. Accordingly, attributes belonging to this dimension are likely to be decisive determinants of a yachting destination’s competitive position on the market. Although not directly connected to the primary travel motivation of yachtsmen (i.e. sailing), a delightful experience in the grounds in and around the port destination may be the strongest determinant of the overall yachting tourism experience.
Marina’s supporting product is a fifth important group of attributes determining the satisfaction of its users.