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Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists

Tahir Albayrak, Meltem Caber, Carl Cater Orcid Logo

Tourism Geographies, Volume: 23 (2021), Issue: 5-6, Pages: 1 - 16

Swansea University Author: Carl Cater Orcid Logo

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DOI (Published version): 10.1080/14616688.2019.1696884

Abstract

Scuba diving is an increasingly popular activity in resort destinations worldwide, providing tourists a more active experience in their holiday. By following the Push and Pull Theory, this study examines the scuba diving motivations of holiday tourists. Whilst of substantial importance for the pract...

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Published in: Tourism Geographies
ISSN: 1461-6688 1470-1340
Published: Informa UK Limited 2019
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URI: https://cronfa.swan.ac.uk/Record/cronfa52975
first_indexed 2019-12-05T19:15:49Z
last_indexed 2021-12-07T04:07:11Z
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spelling 2021-12-06T16:08:49.5614899 v2 52975 2019-12-05 Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists c03e617775c3e446fe240c1380954004 0000-0002-6673-0677 Carl Cater Carl Cater true false 2019-12-05 CBAE Scuba diving is an increasingly popular activity in resort destinations worldwide, providing tourists a more active experience in their holiday. By following the Push and Pull Theory, this study examines the scuba diving motivations of holiday tourists. Whilst of substantial importance for the practice of the activity, host marine destinations and broader ocean literacy, this an under-researched topic in the tourism literature. Data were collected from a comprehensive data set of holiday tourists who participated scuba diving in Kemer, Antalya-Turkey. Exploration & excitement, personal development, and socialisation & challenge were identified as the push motivations, while tourism & diving offerings, safety & accessibility, ancillary attributes, new area, and unspoiled diving destination were determined as the pull motivations. Moreover, cluster analysis revealed four groups who had various motivations to participate scuba diving, namely Enthusiastic Positivists, Youthful Hedonists, Amateur Explorers, and Single Regulars. Findings of the research were discussed along with their theoretical and managerial implications. Journal Article Tourism Geographies 23 (2021) 5-6 1 16 Informa UK Limited 1461-6688 1470-1340 holiday tourists, scuba diving, push and pull motivations, market segmentation, Kemer, Antalya 28 11 2019 2019-11-28 10.1080/14616688.2019.1696884 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University 2021-12-06T16:08:49.5614899 2019-12-05T15:40:25.0715154 Faculty of Humanities and Social Sciences School of Management - Business Management Tahir Albayrak 1 Meltem Caber 2 Carl Cater 0000-0002-6673-0677 3 52975__16097__2422b3dae6ce425789045d93195ec71f.pdf 52975.pdf 2019-12-16T10:25:29.2101643 Output 147452 application/pdf Accepted Manuscript true 2021-05-28T00:00:00.0000000 true eng
title Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
spellingShingle Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
Carl Cater
title_short Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
title_full Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
title_fullStr Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
title_full_unstemmed Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
title_sort Mass tourism underwater: a segmentation approach to motivations of scuba diving holiday tourists
author_id_str_mv c03e617775c3e446fe240c1380954004
author_id_fullname_str_mv c03e617775c3e446fe240c1380954004_***_Carl Cater
author Carl Cater
author2 Tahir Albayrak
Meltem Caber
Carl Cater
format Journal article
container_title Tourism Geographies
container_volume 23 (2021)
container_issue 5-6
container_start_page 1
publishDate 2019
institution Swansea University
issn 1461-6688
1470-1340
doi_str_mv 10.1080/14616688.2019.1696884
publisher Informa UK Limited
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Scuba diving is an increasingly popular activity in resort destinations worldwide, providing tourists a more active experience in their holiday. By following the Push and Pull Theory, this study examines the scuba diving motivations of holiday tourists. Whilst of substantial importance for the practice of the activity, host marine destinations and broader ocean literacy, this an under-researched topic in the tourism literature. Data were collected from a comprehensive data set of holiday tourists who participated scuba diving in Kemer, Antalya-Turkey. Exploration & excitement, personal development, and socialisation & challenge were identified as the push motivations, while tourism & diving offerings, safety & accessibility, ancillary attributes, new area, and unspoiled diving destination were determined as the pull motivations. Moreover, cluster analysis revealed four groups who had various motivations to participate scuba diving, namely Enthusiastic Positivists, Youthful Hedonists, Amateur Explorers, and Single Regulars. Findings of the research were discussed along with their theoretical and managerial implications.
published_date 2019-11-28T19:50:43Z
_version_ 1821345729245872128
score 11.04748

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