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E-JURNAL Rethinking competitiveness: important attributes for a successful scuba diving destination

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Competitive advantage arises from a superior value that, rather than delivered by suppliers, is co-created
by tourists. Using a set of destination competitiveness attributes, this study investigates the importance
of destination competitiveness attributes in a ‘hypothetical successful scuba diving destination’ from the
perspective of scuba diving tourists. Further, this study also investigates to what extent level of
experience as a scuba diver influences the importance given to destination competitiveness
attributes. An online survey (n = 712) identified 10 underlying factors (groups of attributes): diving
operations, risk perception, diving conditions, price, destination management, big wildlife encounters,
diving training, tech diving, general tourist attraction and visa policy. Furthermore, this research
established that the attributes related to diving operations are the most important and that divers
with different levels of experience value differently 6 of the 10 destination competitiveness factors.
This research presents evidence that destination competitiveness may be explored through unique
demands in tourism niches (and within niches) rather than generally for a destination.

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Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

: ., 2017

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

0250-8281

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

VOL. 42, NO. 3, 356–366

Subjek

Destination competitiveness; customer value; scuba

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

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