Анталья является одним из ведущих центров морского туризма в Средиземноморье, где частный яхтенный бизнес сталкивается с резкими колебаниями спроса в течение года. Высокий сезон (июнь – август) обеспечивает значительную загруженность чартеров, тогда как межсезонье отмечается падением интереса клиентов более чем на 50%. Настоящее исследование направлено на разработку и оценку управленческих стратегий, способствующих оптимизации предложения индивидуальных туров в условиях выраженной сезонности, с акцентом на повышение прибыли и уровня удовлетворенности туристов. Для достижения целей работы применен комплексный подход. Во-первых, проведен опрос 200 клиентов частных яхтенных компаний Антальи с целью выявления факторов выбора тура и предпочтений в период низкого и высокого сезона. Во-вторых, выполнены глубинные интервью с руководителями 20 компаний для анализа практик ценообразования, продвижения и ресурсного планирования. В-третьих, использован количественный анализ исторических данных бронирования за последние пять лет с применением сезонного декомпозиционного моделирования и сценарного прогнозирования спроса. Наконец, разработаны и апробированы пять ключевых управленческих сценариев для гибкого управления флотом и ценообразованием. Анализ показал, что внедрение динамического ценообразования и сегментированного маркетинга увеличивает заполняемость яхт в межсезонье на 15%, а выручку – на 20% по сравнению со стандартными фиксированными тарифами. Применение гибкого графика смен экипажа и оптимизация маршрутов под целевые сегменты (семейные, молодежные и корпоративные группы) позволили снизить операционные издержки на 10%. Дополнительно отмечено, что цифровые инструменты управления бронированиями и CRM-системы повышают лояльность клиентов: 30% опрошенных готовы повторно заказать услугу в следующем году. Полученные результаты подтверждают эффективность комплексного управления частным яхтенным бизнесом в условиях сезонного спроса. Рекомендованная модель сочетает динамическое ценообразование, сегментированный маркетинг, цифровизацию процессов и гибкое распределение ресурсов. Внедрение предложенных стратегий позволит операторам минимизировать простои в низкий сезон и максимизировать доход в высокий, а также укрепить конкурентные позиции на рынке. Ограничения исследования связаны с региональной спецификой и масштабом выборки; дальнейшие исследования могут расширить географию анализа и учесть влияние макроэкономических факторов.
Antalya is one of the leading maritime tourism centers in the Mediterranean, where the private yacht business faces sharp fluctuations in demand throughout the year. The high season (June – August) provides a significant workload for charters, while the off-season is marked by a drop in customer interest by more than 50%. The present study is aimed at developing and evaluating management strategies that help optimize the offer of individual tours in conditions of pronounced seasonality, with an emphasis on increasing profits and tourist satisfaction. An integrated approach has been applied to achieve the objectives of the work. Firstly, a survey of 200 clients of Antalya private yacht companies was conducted in order to identify tour selection factors and preferences during the low and high season. Secondly, in-depth interviews were conducted with the heads of 20 companies to analyze pricing, promotion, and resource planning practices. Thirdly, a quantitative analysis of historical booking data for the last five years was used using seasonal decomposition modeling and scenario demand forecasting. Finally, five key management scenarios for flexible fleet management and pricing have been developed and tested. The analysis showed that the introduction of dynamic pricing and segmented marketing increases yacht occupancy during the off–season by 15% and revenue by 20% compared to standard fixed fares. Flexible crew shift schedules and route optimization for target segments (family, youth, and corporate groups) have reduced operating costs by 10%. Additionally, it was noted that digital booking management tools and CRM systems increase customer loyalty: 30% of respondents are ready to re-order the service next year. The results obtained confirm the effectiveness of integrated management of the private yacht business in conditions of seasonal demand. The recommended model combines dynamic pricing, segmented marketing, digitalization of processes, and flexible resource allocation. The implementation of the proposed strategies will allow operators to minimize downtime in low season and maximize revenue in high season, as well as strengthen their competitive position in the market. The limitations of the study are related to regional specifics and the size of the sample; further studies may expand the geography of the analysis and take into account the influence of macroeconomic factors.
Antalya is one of the leading maritime tourism centers in the Mediterranean, where the private yacht business faces sharp fluctuations in demand throughout the year. The high season (June – August) provides a significant workload for charters, while the off-season is marked by a drop in customer interest by more than 50%. The present study is aimed at developing and evaluating management strategies that help optimize the offer of individual tours in conditions of pronounced seasonality, with an emphasis on increasing profits and tourist satisfaction. An integrated approach has been applied to achieve the objectives of the work. Firstly, a survey of 200 clients of Antalya private yacht companies was conducted in order to identify tour selection factors and preferences during the low and high season. Secondly, in-depth interviews were conducted with the heads of 20 companies to analyze pricing, promotion, and resource planning practices. Thirdly, a quantitative analysis of historical booking data for the last five years was used using seasonal decomposition modeling and scenario demand forecasting. Finally, five key management scenarios for flexible fleet management and pricing have been developed and tested. The analysis showed that the introduction of dynamic pricing and segmented marketing increases yacht occupancy during the off–season by 15% and revenue by 20% compared to standard fixed fares. Flexible crew shift schedules and route optimization for target segments (family, youth, and corporate groups) have reduced operating costs by 10%. Additionally, it was noted that digital booking management tools and CRM systems increase customer loyalty: 30% of respondents are ready to re-order the service next year. The results obtained confirm the effectiveness of integrated management of the private yacht business in conditions of seasonal demand. The recommended model combines dynamic pricing, segmented marketing, digitalization of processes, and flexible resource allocation. The implementation of the proposed strategies will allow operators to minimize downtime in low season and maximize revenue in high season, as well as strengthen their competitive position in the market. The limitations of the study are related to regional specifics and the size of the sample; further studies may expand the geography of the analysis and take into account the influence of macroeconomic factors.