Rethinking competitiveness: important attributes for a successful scuba diving destination

• Ambrozio Queiroz Neto ^[1] ; Gui Lohmann ^[1] ; Noel Scott ^[1] ; Kay Dimmock ^[2]
  1. [1] Griffith University

     Griffith University

     Australia

     
  2. [2] Southern Cross University

     Southern Cross University

     Australia

     
• Localización: Tourism recreation research, ISSN 0250-8281, Vol. 42, Nº. 3, 2017, págs. 356-366
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • Competitive advantage arises from a superior value that, rather than de livered 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, thi s study also investigates to what extent level of experience as a scuba diver influences the impo rtance 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 mana gement, 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 different ly 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.