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†Dept. of Ocean Physical Education, Korea Maritime University, Busan 606-791, Korea  :                          .       B        300         . ,    64%   ,    10   . ,                 1 2                 . ,     ,       ,  ,        .        ,         . : , , , , , Abstract : The purpose of this study was to examine the preferences to yacht tourism and perceptions to importance of yacht tourism industry's activation strategies from consumers perspectives. In order to such a purpose, this study employed survey methodology with a total of 300 visitors to yacht facility and beach located in B metropolitan city. With 265 usable questionnaires, data collected were analyzed using descriptive statistics such as frequency, percentage, mean and standard deviation. Accordingly, following findings were derived from current study. First, 32% of participants had yacht tourism experiences and more than 64% of them had willing to purchase yacht tourism products in the future, which indicates optimistic increases in yacht tourism demand. In addition, amount of willingness to pay for yacht tourism was less than 100 thousand Won per day. Second, the most preferred product was a yacht training and experience program, and preferred time for yacht tourism was weekend and or vacation with the period of one day or one night and two days. The main motivation was to spend leisure time and enjoyment with accompanying persons of family or friend members. Third, consumers' restriction factors included high expenditures, time consuming and lack of various yacht tourism products but their selection attributes included low expenditures, associated tourism products and quality of yacht tourism products. Finally, the most important activation strategies included the development of yacht tourism products, building yacht tourism conditions and establishing marketing strategies, but the least important activation strategies from consumers views included policies, experts and facilities. Key words :Yacht Tourism Industry, Consumer, Preferences, Perceptions, Demand, Selection Attributes†, mikecho@hhu.ac.kr 051)410-4794

Analyses of Consumer Preferences and Perceptions Regarding Activation of Yacht Tourism Industry