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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

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    Author(s)
    Pabel, A
    Coghlan, A
    Griffith University Author(s)
    Coghlan, Alexandra
    Year published
    2011
    Metadata
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    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 ...
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    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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    Journal Title
    Tourism in Marine Environments
    Volume
    7
    Issue
    2
    DOI
    https://doi.org/10.3727/154427311X13038402065785
    Copyright Statement
    © 2011 Cognizant Communication Corporation. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Tourism
    Tourism management
    Publication URI
    http://hdl.handle.net/10072/41067
    Collection
    • Journal articles

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