Resource Attributes That Contribute to Nonresident Diver Satisfaction in the Florida Keys, Usa

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Abstract:

Scuba diving is a popular form of marine-based tourism contributing over $1 billion annually to the tourism industry in the Florida Keys. This research explores diver characteristics, how segmentation into meaningful subgroups can be achieved, and how various factors affect satisfaction. Data were collected from nonresident divers and a 10-item index was created based on respondents' satisfaction. Discrepancy was calculated using the same items, and a specialization index was used to subgroup the respondents. Data were analyzed using step-wise regression. Results revealed that discrepancies for individual items contributed to satisfaction, which differed according to specialization level. This suggests that satisfaction is related to both discrepancies between expectations and experiences, and specialization level, providing avenues for strategic marketing and management.

Keywords: FLORIDA KEYS; SATISFACTION; SCUBA DIVING; SPECIALIZATION

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/154427312X13262430524108

Publication date: February 1, 2012

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.
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