How deep are scuba divers’ pockets?
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More than 60,000 divers annually visit Sodwana Bay in KwaZulu-Natal, South Africa, one of the world's top diving sites. A survey was conducted during March and April 2012 to identify factors that influence the spending behaviour of divers. Data from 402 questionnaires provided information about spending per person, socio-demographic profile, diving behaviour and motives, and environmental awareness. A quantile regression approach was used to analyse the determinants of spending. The inclusion of environmental awareness as a factor that might influence spending behaviour is an advance on previous studies of determinants of spending, and this factor was found to increase spending significantly. Knowledge about the relationship between environmental awareness and spending could be valuable for policy aimed at both economic and ecological sustainability.