In this chapter, we discuss how the pragmatic paradigm shaped an investigation of destination competitiveness and customer value in a tour-ism niche market. We describe how this paradigm guided the implementa-tion of a mixed-method approach consisting of two sequential stages: fi rst semi-structured interviews and then an online survey. The interviews pro-vided a view of SCUBA diving tourists’ thoughts on what makes a success-ful SCUBA diving destination. The quantitative survey evaluated diff erences in the perceptions of diff erent groups of SCUBA diving tourists about what makes a successful SCUBA diving destination.