Diver Motivations in Selecting a Diving Destination
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Issue Date
2024
Authors
DiNardo, Jennifer
License
Subject
School of tourism and hospitality management
Abstract
This study aims to explore the impact of diver and dive destination attributes on the selection of a dive destination. Broadly, the available literature discusses topics that impact destination selection such as dive type, dive shop offerings, non-dive related amenities, sustainability, diver profile, diver motivation and personal challenge. Most of the literature focuses on factors related to the dive activity itself when discussing diver motivation for selecting a location which was echoed in the findings of this study. In reaching these findings, collection and analysis of the data for the 61 participants was done utilizing a Google survey and a quantitative methodology. The five key findings of the study suggest that a diver’s primary focus for selecting a dive destination was viewing marine life followed by operator safety, warm water, good visibility and the opportunity for rest and relaxation respectively. In addition to the studied group, a gap was identified involving occasional divers or those interested in becoming divers. This demographic has not been researched as extensively as experienced divers and should be considered by each dive destination marketing organization when exploring a target market for diving promotion. In addition to strategically marketing to established divers based on the study results, expanding their focus to this overlooked group would contribute to the growth of the industry by increasing the number of divers, improving the level of service and ultimately the satisfaction of each diver’s experience. Keywords: Scuba diving, destination, motivation, influence, vacation, expectations
Description
2024