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)
Year published
2011
Metadata
Show full item recordAbstract
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 ...
View more >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.
View less >
View more >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.
View less >
Journal Title
Tourism in Marine Environments
Volume
7
Issue
2
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