Dive Market Segments and Destination Competitiveness: A Case Study of the Great Barrier Reef in View of Changing Reef Ecosystem Health
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.
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Document Type: Research Article
Publication date: 2011-07-01
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- 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.