Effects of Yachting Motivation on Yachting Satisfaction and Re-Yachting Intention.

Abstract

It is clear that yachting tourists are motivated to spend their leisure time at sea. However, few studies have determined the relationship between tourists' motivation and satisfaction with yachting, and re-yachting intention. Furthermore, the purpose of this study was to examine the relationships among yachting motivation, yachting satisfaction, and re-yachting intention. More specifically, this study sought to examine whether yachting motivation influenced yachting satisfaction, and determine if re-yachting intention was affected by yachting motivation. In order to analyze the data for this study, a total of 240 questionnaires were distributed to yachting tourists at three private yacht club operators, utilizing the convenient sampling method. A total of 219 usable questionnaires were analyzed for this study, while 21 questionnaires were discarded due to incompletion of the survey. Data were analyzed with multiple regression analysis using SPSS version 27.0. The results revealed that entertainment, stress reduction, and family/friends were positively and significantly related to yachting satisfaction. However, socializing and external ostentation did not contribute to yachting satisfaction. Secondly, the results indicated that entertainment, socializing, and stress reduction had a positive and significant effect on re-yachting intention. Conversely, external ostentation and family/friends had no significant influence on re-yachting intention. It is necessary for yacht club business operators to recognize the yachting motivation of the participants. It is also recommended that appropriate marketing strategies are implemented to increase yachting tourism, which would possibly influence yachting satisfaction and re-yachting intention.