Enhancement of Marina Service Quality of Yacht Tourism in Taiwan: A Euclidean Distance of Importance-Performance Analysis

In spite of COVID-19 struck tourism industry, the trend of yachting tourism is steadily increasing and provides a way for the tourism industry to resume after the epidemic. Marinas, a vital component of yachting tourism, deeply effects the yacht owners’ satisfactions and the coastal destinations attraction. Since the marina industry in Taiwan is still in its early stages, this study aims to identify ideal service quality standards to enhance competitiveness. With a limited cohort of 69 yacht owners in Taiwan possessing yachts exceeding 20 gross register tonnage (GRT), insights from our research, which engaged perspectives from 50 yacht owners, provide valuable understanding into their satisfaction regarding marina services in Taiwan. As the first study to explore key factors of marina service experience among yacht owners, this study applies importance-performance analysis (IPA) and Euclidean distance to provide the development strategy and improvement priority of Taiwan marina service. Overall, the result from improving IPA technique which adopted Euclidean distance reveal that yacht owners generally thought that the improvement priority of marina service quality is sewage, bilge water, and oil sludge treatment facilities, fueling facilities, high-voltage shore power facilities, land storage space. It is noteworthy that marina managers should embark on improving marina physical facilities as development strategy which highlight the performance of marina service quality for yacht owners and the improvement in those facilities can be developed to either increase the marina competition or to resume tourism industry.