Motivation-based segmentation of scuba divers at Ponta do Ouro

Abstract

The value of tourism lies in the tourist’s experience and one’s motive or need to travel. The aim of selling a tourism product is to satisfy the tourist’s need, and marketing aims to determine this need; in this case, the travel motives of scuba divers. Research in marine tourism reveals that the industry has experienced an increase. Even though beach tourism of sand, sea and sex is still a mass tourism phenomenon, marine tourism consists of far more than just beach activities, and includes a wide spectrum of activities. The focus of this study is on the marine activity of scuba diving, and according to PADI (professional association of dive instructors), there are more than 20 million certified divers across the globe. There is also some different scuba diving specialities to participate in and a variety of certification agencies to choose from. Scuba diving tourists travel to a dive destination for various and a combination of motives. Conducting a careful analysis of scuba divers’ travel motives helps operators to identify their market and understand their motives; whereafter, the product of scuba diving can be communicated more clearly from operators to divers. The primary goal of this research study was to conduct a motivation-based segmentation of scuba divers visiting Ponta do Ouro. Four objectives were set to reach the goal through the different chapters of the study. The first objective (Chapter 2) was to analyse marine tourism, with the focus on the activity of scuba diving, and to gain a better understanding thereof. Objective two involves the analysis of motivational theories and travel motives as part of market segmentation (Chapter 3). The third objective (Chapter 4) was to statistically analyse the empirical results obtained from the data collection and to identify the travel motives from the five different clusters. Lastly, objective four was to summarise the findings, draw conclusions and make recommendations (Chapter 5). A quantitative method was used to collect the data using an exploratory research design. 441 questionnaires were distributed, and a total of 313 were completed and could be used. The survey took place in the town of Ponta do Ouro, Mozambique, and the sample included scuba divers from different dive operators, all participating in scuba diving in the PPMR of Ponta do Ouro (n=313). A factor analysis was conducted to identify the most important motives and scuba diver loyalty. ANOVA, cluster analysis and cross-tabulations were also conducted to identify specific clusters according to the motives. The factor analysis identified five motivational factors, namely destination attributes, dive site attributes, personal interest, socialisation and relaxation, and ease of access (with mean values ranging from 3.7284 to 4.0373), as well as two loyalty factors, namely satisfaction and intention to return (with mean values of 4.2293 and 4.1585). Therefore, with mean values so close to each other, it can be interpreted that all the mentioned factors are considered important. The five-cluster solution for the market of scuba divers was identified, namely advanced loyal divers, novice enthusiast diver, novice participant diver, advanced fanatic diver and novice fanatic diver. Results clearly show that the scuba divers are predominantly male, from South Africa, and have been diving for an average of six years. The highest-rated motives between the clusters were socialisation and relaxation, satisfaction (with dive operators), intention to return and personal interest