Skip to main content

Dive Market Segments and Destination Competitiveness: A Case Study of the Great Barrier Reef in View of Changing Reef Ecosystem Health

Buy Article:

$25.00 plus tax (Refund Policy)

Abstract:

Understanding certified divers' perceptions of their Great Barrier Reef (GBR) experience is important to ensure a high-quality dive tourism product. The study examined what dive trip attributes were important to divers and how different dive markets perceived the GBR's environmental quality. The study borrows elements from the recreational specialization literature to explore differences in perceptions of the GBR between dive market segments. Results reveal that the more experienced “enthusiast” divers compared the GBR less favorably with regards to its environmental attributes, while “learners” were more favorable in their comparisons but also more concerned with the cost of their trip. The results suggest we consider marketing implications of changes in reef quality in light of a highly heterogeneous dive market.

Keywords: CLIMATE CHANGE; DESTINATION MANAGEMENT; DIVING; ENVIRONMENTAL PERCEPTIONS; GREAT BARRIER REEF

Document Type: Research Article

DOI: https://doi.org/10.3727/154427311X13038402065785

Publication date: 2011-07-01

More about this publication?
  • Tourism in Marine Environments is an interdisciplinary journal dealing with a variety of management issues in marine settings. It is a scientific journal that draws upon the expertise of academics and practitioners from various disciplines related to the marine environment, including tourism, marine science, geography, social sciences, psychology, environmental studies, economics, marketing, and many more.
  • Access Key
  • Free ContentFree content
  • Partial Free ContentPartial Free content
  • New ContentNew content
  • Open Access ContentOpen access content
  • Partial Open Access ContentPartial Open access content
  • Subscribed ContentSubscribed content
  • Partial Subscribed ContentPartial Subscribed content
  • Free Trial ContentFree trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more