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.

中文翻译：

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地中海游艇码头游船的收益细分：一项提案

码头为船只和划船者提供庇护所和服务。这项研究旨在使用收益细分方法来识别游艇码头客户中​​的市场细分，在这种情况下，游船者对游艇码头的服务和功能的重视是所寻求利益的替代。通过在线调查表收集了来自228名船员的数据；进行了PCA和聚类分析，返回了四个出色的部分。划船者寻求的利益从旅游和与人相关的服务转移到技术和以船为中心的服务。如此广泛的期望会引起码头经理的兴趣，并可能指导他们设计适当的营销策略。