An investigation of consumer purchasing preferences in yacht charter market after COVID-19 the case of Marmaris

In this study, it was aimed to compare consumer purchasing preferences in the yacht charter market before the Covid-19 pandemic and during the Covid-19 pandemic. The sample of the research consists of 404 tourists who have rented a yacht in Marmaris district of Muğla. Demographic information form and the Yacht Charter Market Consumer Purchasing Preferences Scale developed by the researcher, was used. As a result of the research, It has been concluded that the participants prioritize the quality, cleanliness and hygiene factors more in their yacht charter purchasing preferences during the Covid-19 pandemic process compared to the pre-Covid-19 pandemic, they care less about social appreciation and economic factors, and they spend more time on research to rent a yacht. In addition, female participants started to pay more attention to quality, cleanliness and hygiene in their yacht charter purchasing preferences with the Covid-19 pandemic process, married participants began to attach less importance to social liking and more importance to cleanliness and hygiene, as the age of the participants increases, the importance they give to cleanliness and hygiene increases, the lower the level of education, the less emphasis is placed on cleanliness and hygiene, the people who go on holiday more often attach more importance to the quality factor, spend more time on yacht charter and pay more attention to the cleaning and hygiene measures taken within the scope of the Covid-19 pandemic, as the vacation time increases, the importance given to cleaning and hygiene decreases and it has been concluded that individuals who have been diagnosed with Covid-19 or who have been contacted pay more attention to cleanliness and hygiene. Keywords; Yacht Charter Market, Consumer Purchasing Preferences, Covid-19 Pandemic