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

Pabel, Anja, and Coghlan, Alexandra (2011) Dive market segments and destination competitiveness: a case study of the Great Barrier Reef in view of changing reef ecosystem health. Tourism in Marine Environments, 7 (2). pp. 55-66.

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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 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.

Item ID: 21805
Item Type: Article (Research - C1)
ISSN: 1544-273X
Keywords: Great Barrier Reef; climate change; environmental perceptions; destination management
Date Deposited: 04 May 2012 01:46
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 90%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 10%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 50%
90 COMMERCIAL SERVICES AND TOURISM > 9098 Environmentally Sustainable Commercial Services and Tourism > 909899 Environmentally Sustainable Commercial Services and Tourism not elsewhere classified @ 30%
90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 20%
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