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Dive market segments and destination competitiveness : a case study of the Great Barrier Reef in view of changing reef ecosystem health

journal contribution
posted on 06.12.2017, 00:00 authored by Anja PabelAnja Pabel, A Coghlan
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.

History

Volume

7

Issue

2

Start Page

55

End Page

66

Number of Pages

12

eISSN

2169-0197

ISSN

1544-273X

Location

USA

Publisher

Cognizant Communication Corporation

Language

en-aus

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Griffith University; James Cook University; TBA Research Institute;

Era Eligible

Yes

Journal

Tourism in marine environments.