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A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability / ABDULRAHMAN KAMAL

Swansea University Author: ABDULRAHMAN KAMAL

  • E-Thesis – open access under embargo until: 12th September 2026

DOI (Published version): 10.23889/SUthesis.70403

Abstract

Sustainability certification schemes typically follow a supply-side approach, relying on scientific input and technical criteria. However, without corresponding demand-side behavioural adjustments, their effectiveness may be limited. This pragmatic study introduces a market-based approach combining...

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Published: Swansea, Wales, UK 2025
Institution: Swansea University
Degree level: Doctoral
Degree name: Ph.D
Supervisor: Garrod, Brian ; Organ, Kate
URI: https://cronfa.swan.ac.uk/Record/cronfa70403
first_indexed 2025-09-19T08:34:21Z
last_indexed 2025-09-20T04:40:42Z
id cronfa70403
recordtype RisThesis
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This approach led to three contributions: 1.The &#x2018;9 Ps of Scuba-diving Sustainability&#x2019; (SDS) &#x2013; a contribution to knowledge providing a framework that addresses the pillars of sustainability in the scuba-diving sector. 2.The Blue Guard Certification (BGC) &#x2013; a demonstration of a tiered certification scheme guiding scuba-diving operations and encouraging sustainable diver behaviour. 3.A refined methodological approach &#x2013; representing how sustainability certification schemes can be developed by integrating scientific knowledge with consumer insights. Using a mixed-methods approach, the study identified 25 sustainability criteria from the literature. These were refined and prioritised through semi-structured interviews with 28 experts across four stakeholder groups: academics, policymakers, business leaders, and professional divers. The analyses led to the development of the &#x2018;9 Ps of SDS&#x2019; framework and the BGC scheme. The effectiveness of the BGC in influencing divers&#x2019; behaviour was assessed through a survey of 203 recreational scuba divers, measuring five marketing levers: Perceived Attractiveness, Perceived Value, Satisfaction, Destination Image, and Behavioural Intentions (above-water, underwater, and educational). Cluster analysis identified four diver segments: Joy Seekers, Sustainability Advocates, Purpose-Driven, and Sceptical Divers. A thematic comparison showed a general alignment between customer preferences and expert sustainability priorities, highlighting the market potential of the BGC scheme. Findings emphasise integrating supply-side expertise with demand-side preferences for market-driven sustainability certification schemes. This approach advances coastal and marine tourism sustainability with key implications: Policymakers can adopt and adapt the BGC scheme and the 9 Ps of SDS framework for regulatory standards; operators can apply the 9 Ps of SDS to align operations with sustainability goals; scholars can benefit from a replicable methodology for developing certification schemes, encouraging research on market-based sustainability. Future studies could explore broader applicability, impact on behaviour, and potential refinements to enhance tourism sustainability further.</abstract><type>E-Thesis</type><journal/><volume/><journalNumber/><paginationStart/><paginationEnd/><publisher/><placeOfPublication>Swansea, Wales, UK</placeOfPublication><isbnPrint/><isbnElectronic/><issnPrint/><issnElectronic/><keywords>Market-Based Sustainability, Sustainable Tourism, Tourism Marketing, Certification Schemes, Marine Tourism, Coastal Tourism, Scuba-Diving</keywords><publishedDay>12</publishedDay><publishedMonth>9</publishedMonth><publishedYear>2025</publishedYear><publishedDate>2025-09-12</publishedDate><doi>10.23889/SUthesis.70403</doi><url/><notes>ORCiD identifier: https://orcid.org/0009-0004-4989-0574</notes><college>COLLEGE NANME</college><CollegeCode>COLLEGE CODE</CollegeCode><institution>Swansea University</institution><supervisor>Garrod, Brian ; Organ, Kate</supervisor><degreelevel>Doctoral</degreelevel><degreename>Ph.D</degreename><degreesponsorsfunders>University of Jeddah / Saudi Arabian Cultural Bureau</degreesponsorsfunders><apcterm/><funders>University of Jeddah / Saudi Arabian Cultural Bureau</funders><projectreference/><lastEdited>2025-09-19T15:44:27.0772574</lastEdited><Created>2025-09-19T09:15:18.9071885</Created><path><level id="1">Faculty of Humanities and Social Sciences</level><level id="2">School of Management - Business Management</level></path><authors><author><firstname>ABDULRAHMAN</firstname><surname>KAMAL</surname><order>1</order></author></authors><documents><document><filename>Under embargo</filename><originalFilename>Under embargo</originalFilename><uploaded>2025-09-19T10:05:08.2116218</uploaded><type>Output</type><contentLength>62072389</contentLength><contentType>application/pdf</contentType><version>E-Thesis &#x2013; open access</version><cronfaStatus>true</cronfaStatus><embargoDate>2026-09-12T00:00:00.0000000</embargoDate><documentNotes>Copyright: The Author, Abdulrahman J. 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spelling 2025-09-19T15:44:27.0772574 v2 70403 2025-09-19 A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability b50918d4bbad3d67f6b12eba43dc81cf ABDULRAHMAN KAMAL ABDULRAHMAN KAMAL true false 2025-09-19 Sustainability certification schemes typically follow a supply-side approach, relying on scientific input and technical criteria. However, without corresponding demand-side behavioural adjustments, their effectiveness may be limited. This pragmatic study introduces a market-based approach combining scientific knowledge with market insights, ensuring certification schemes are theoretically robust and practically viable. This approach led to three contributions: 1.The ‘9 Ps of Scuba-diving Sustainability’ (SDS) – a contribution to knowledge providing a framework that addresses the pillars of sustainability in the scuba-diving sector. 2.The Blue Guard Certification (BGC) – a demonstration of a tiered certification scheme guiding scuba-diving operations and encouraging sustainable diver behaviour. 3.A refined methodological approach – representing how sustainability certification schemes can be developed by integrating scientific knowledge with consumer insights. Using a mixed-methods approach, the study identified 25 sustainability criteria from the literature. These were refined and prioritised through semi-structured interviews with 28 experts across four stakeholder groups: academics, policymakers, business leaders, and professional divers. The analyses led to the development of the ‘9 Ps of SDS’ framework and the BGC scheme. The effectiveness of the BGC in influencing divers’ behaviour was assessed through a survey of 203 recreational scuba divers, measuring five marketing levers: Perceived Attractiveness, Perceived Value, Satisfaction, Destination Image, and Behavioural Intentions (above-water, underwater, and educational). Cluster analysis identified four diver segments: Joy Seekers, Sustainability Advocates, Purpose-Driven, and Sceptical Divers. A thematic comparison showed a general alignment between customer preferences and expert sustainability priorities, highlighting the market potential of the BGC scheme. Findings emphasise integrating supply-side expertise with demand-side preferences for market-driven sustainability certification schemes. This approach advances coastal and marine tourism sustainability with key implications: Policymakers can adopt and adapt the BGC scheme and the 9 Ps of SDS framework for regulatory standards; operators can apply the 9 Ps of SDS to align operations with sustainability goals; scholars can benefit from a replicable methodology for developing certification schemes, encouraging research on market-based sustainability. Future studies could explore broader applicability, impact on behaviour, and potential refinements to enhance tourism sustainability further. E-Thesis Swansea, Wales, UK Market-Based Sustainability, Sustainable Tourism, Tourism Marketing, Certification Schemes, Marine Tourism, Coastal Tourism, Scuba-Diving 12 9 2025 2025-09-12 10.23889/SUthesis.70403 ORCiD identifier: https://orcid.org/0009-0004-4989-0574 COLLEGE NANME COLLEGE CODE Swansea University Garrod, Brian ; Organ, Kate Doctoral Ph.D University of Jeddah / Saudi Arabian Cultural Bureau University of Jeddah / Saudi Arabian Cultural Bureau 2025-09-19T15:44:27.0772574 2025-09-19T09:15:18.9071885 Faculty of Humanities and Social Sciences School of Management - Business Management ABDULRAHMAN KAMAL 1 Under embargo Under embargo 2025-09-19T10:05:08.2116218 Output 62072389 application/pdf E-Thesis – open access true 2026-09-12T00:00:00.0000000 Copyright: The Author, Abdulrahman J. Kamal, 2025. true eng
title A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
spellingShingle A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
ABDULRAHMAN KAMAL
title_short A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
title_full A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
title_fullStr A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
title_full_unstemmed A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
title_sort A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability
author_id_str_mv b50918d4bbad3d67f6b12eba43dc81cf
author_id_fullname_str_mv b50918d4bbad3d67f6b12eba43dc81cf_***_ABDULRAHMAN KAMAL
author ABDULRAHMAN KAMAL
author2 ABDULRAHMAN KAMAL
format E-Thesis
publishDate 2025
institution Swansea University
doi_str_mv 10.23889/SUthesis.70403
college_str Faculty of Humanities and Social Sciences
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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
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description Sustainability certification schemes typically follow a supply-side approach, relying on scientific input and technical criteria. However, without corresponding demand-side behavioural adjustments, their effectiveness may be limited. This pragmatic study introduces a market-based approach combining scientific knowledge with market insights, ensuring certification schemes are theoretically robust and practically viable. This approach led to three contributions: 1.The ‘9 Ps of Scuba-diving Sustainability’ (SDS) – a contribution to knowledge providing a framework that addresses the pillars of sustainability in the scuba-diving sector. 2.The Blue Guard Certification (BGC) – a demonstration of a tiered certification scheme guiding scuba-diving operations and encouraging sustainable diver behaviour. 3.A refined methodological approach – representing how sustainability certification schemes can be developed by integrating scientific knowledge with consumer insights. Using a mixed-methods approach, the study identified 25 sustainability criteria from the literature. These were refined and prioritised through semi-structured interviews with 28 experts across four stakeholder groups: academics, policymakers, business leaders, and professional divers. The analyses led to the development of the ‘9 Ps of SDS’ framework and the BGC scheme. The effectiveness of the BGC in influencing divers’ behaviour was assessed through a survey of 203 recreational scuba divers, measuring five marketing levers: Perceived Attractiveness, Perceived Value, Satisfaction, Destination Image, and Behavioural Intentions (above-water, underwater, and educational). Cluster analysis identified four diver segments: Joy Seekers, Sustainability Advocates, Purpose-Driven, and Sceptical Divers. A thematic comparison showed a general alignment between customer preferences and expert sustainability priorities, highlighting the market potential of the BGC scheme. Findings emphasise integrating supply-side expertise with demand-side preferences for market-driven sustainability certification schemes. This approach advances coastal and marine tourism sustainability with key implications: Policymakers can adopt and adapt the BGC scheme and the 9 Ps of SDS framework for regulatory standards; operators can apply the 9 Ps of SDS to align operations with sustainability goals; scholars can benefit from a replicable methodology for developing certification schemes, encouraging research on market-based sustainability. Future studies could explore broader applicability, impact on behaviour, and potential refinements to enhance tourism sustainability further.
published_date 2025-09-12T06:49:33Z
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score 11.090362

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