Understanding Motivations and Expectations of Scuba Divers

Abstract

This study examines scuba divers as a vital segment of the marine tourism market. To better understand scuba divers, motivation, expectations, and expectation outcomes were measured. A survey including 28 motivation statements adapted from the recreation experience preference scales was administered to 300 divers diving with different dive operators in the Florida Keys in summer 2002. Eighteen expectation variables with outcome statements were measured in a pre- and posttest format (expectations before the trip and outcomes after the dive trip). Nonparametric tests revealed differences between divers of different levels of development (i.e., beginning, intermediate, advanced, expert, postexpert). Beginners dove for the challenge and excitement while advanced divers dove to be with similar people, use equipment, and see shipwrecks. Findings show differences between Boy Scouts in a youth adventure program and divers (domestic and international) diving with a regular dive shop. Scouts dove for adventure and excitement. Scouts showed the highest scores in postevent expectation variables. Implications for dive operations to improve diver preparations are given.