Bennett, Michelle2026-02-132026-02-132002https://hdl.handle.net/1828/23312Marine tourism constitutes an increasingly significant component of the global tourism industry and one sector in particular, recreational scuba diving, is experiencing rapid growth. Much of the diving activity is concentrated around coral reefs, which has raised questions about the ability of some coral environments to sustain desired levels of biophysical and social quality. This study set out to make a contribution to the sustainability of the dive tourism industry in Phuket, Thailand, by focusing on the experiences of the dive tourists. To determine if the rapid growth of dive tourism and the resulting concentration of divers in the region is negatively impacting the visitor experience, pre-and-post dive surveys were completed by 632 divers. The visitor survey provides insight into the demographics, motivations and satisfactions of dive tourists, highlights the level of diver and ecotourist specialization, and examines the awareness of marine conservation issues among the divers who visit Phuket. The results suggest that the divers in Phuket have typical demographic profiles when compared to other studies on scuba divers. The features most valued by divers in Phuket relate to the marine environment, which supports previous studies on divers and dive tourism. Divers rated the variety and amount of marine life, the presence of clear, unpolluted, undamaged dive sites, good underwater visibility and large creatures such as whale sharks and manta rays among the most important dive trip features. Overall, divers were generally satisfied with their Phuket dive experience; however, the degree of satisfaction varies among dive trip features. The divers were generally satisfied with the service features provided on their dive trip, however, features related to the quality and condition of the marine environment were less satisfying. Many of these less satisfying features are those that attracted divers to the region, and are among the most valued aspects of the diving experience. The results highlighted that divers are not a homogeneous group, and the degree of diver satisfactions varied accordingly. This variability is explained in part by the recreation specialization concept, and two specialization indices were used. The 'diver specialization index' considered the amount and type of diving experience that each individual had. Specialized divers were less satisfied with the Phuket experience than were unspecialized divers. This concurs with previous studies that suggest as specialization increases, individuals develop more specific and demanding expectations for their leisure experience. The 'ecotourist specialization index' considered the divers' environmental attitudes and the importance of various conservation-related initiatives and features. The results showed that specialized ecotourists were more satisfied than unspecialized ecotourists. This finding was somewhat surprising as it contradicts previous studies that suggest more specialized ecotourists require a higher level of resource quality to be satisfied. However, possible explanations are discussed. Divers were asked on both the pre and post dive survey about their perception of the impact of diving on the reef. The pre and post dive results were then compared to determine how the divers' perception of impact changed over the course of the dive trip. After the dive, divers were less concerned about the negative impacts of diving on the reef, yet were also less convinced that diving has positive impacts. Overall, diver were more 'unsure' of the impacts of diving following their dive trip than before. The results indicated that almost thirty percent of the divers surveyed witnessed a member of their dive group causing damage to the reef. Divers who personally viewed reef damage were more likely than other divers to express willingness to become involved in marine conservation efforts. Overall, the results indicate that the Phuket dive industry is currently not sustainable, and will continue to evolve over time in ways that will further contribute to a lack of sustainability. Improved management of the coral reefs and the dive industry from both a social and an environmental perspective is required to ensure the sustainability of dive tourism activities. Recommendations that will contribute to the on-going success of the industry are provided.enAvailable to the World Wide WebThesis