Usefulness of mobile apps for achieving sustainable diving tourism

Abstract

Abstract Leisure activities have the potential to have substantial impacts on vulnerable natural resources. Adopting innovative technologies while adhering to sustainability principles is critical for promoting environmental conservation among various stakeholders. This study investigates the effects of mobile applications’ perceived usefulness on achieving sustainable diving tourism through m-learning, environmentally responsible underwater behaviors, green marketing activities, and green competitive advantage. An online questionnaire was conducted at Cyprus and Turkey scuba diving centers and schools. Moreover, the impacts of green competitive advantage and environmentally responsible underwater behaviors of sustainable diving tourism were analyzed. The proposed hypotheses were tested using ADANCO software, a modeling tool for structural equations. This study underlines an essential contribution to the technology management literature regarding the implications of adopting mobile technologies and promoting environmentally responsible underwater behavior. The findings of this study contribute to the extension of the TAM theory to comprehend the impact of the perceived usefulness of mobile applications on recreational scuba diving tourism via knowledge of green market activities, green competitive advantage, M-learning, and environmentally friendly responsible underwater behavior. The results reflect that sustainable diving tourism in Turkey and Cyprus can be realized by adopting mobile applications via environmentally responsible behaviors and activities.