Scuba Tourist Motivations in Coastal and Marine Destinations

Marine and coastal tourism, which accounts for 50% of all global tourism, attracts many tourists to participate in various activities such as swimming, surfing, sunbathing, and other coastal recreation activities. This study examines the dimensions of scuba diving motivations that influence satisfaction and revisits intention in marine and coastal tourism. A quantitative survey of 408 international tourists was conducted in three popular coastal provinces in Thailand (Phuket, Phang-Nga, and Krabi), employing structural equation modelling to analyze the relationships between scuba diving motivation dimensions, satisfaction and revisiting intention. The findings revealed that three motivation dimensions—tourism and diving offerings, ancillary attributes, and unspoiled diving destinations—primarily influenced satisfaction. Additionally, these three factors significantly predict the revisiting intention. This study contributes to the marine and coastal tourism literature by providing insights into the motivation dimensions impacting satisfaction and revisiting intention that can assist tourism destination managers in developing effective strategies for scuba tourism. To enhance scuba diving tourism in the Andaman Coast, destination managers should focus on improving the quality and diversity of diving offerings, such as unique dive sites and diving offerings and attributes. Additionally, providing high-quality ancillary services such as comfortable accommodations, convenient transportation, and excellent dining options is essential. To attract and retain tourists, it is crucial to preserve the pristine natural beauty and marine biodiversity of the region through sustainable tourism practices. By implementing these strategies, destinations can enhance visitor satisfaction, encourage repeat visits, and contribute to the long-term sustainability of the marine ecosystem.