KNOWLEDGE EXPECTATIONS FOR LOCAL INFORMATIONS: ENHANCING THE ROLE OF DIVE GUIDES IN SUSTAINABLE SCUBA DIVING BUSINESSES

Scuba diving has been identified as a popular recreational activity that has attracted a growing number of participants each year. The rise in popularity has led to an increasing demand for qualified and competent dive guides. Dive guides are responsible for ensuring the safety and satisfaction of divers, which ultimately affects the sustainability of the scuba diving industry. As such, the role of dive guides has become increasingly important in the scuba diving industry. The study aimed to explore divers' expectations of dive guides’ knowledge. This study applies a qualitative approach, an interview was set up to gather in-depth knowledge from divers who have had diving packages at local and international destinations. The study found that divers have specific expectations from their dive guides, particularly in terms of non-diving activities such as knowledge of local attractions, activities, accessibility, amenities, accommodations, and safety. Theoretical implications include advancing our understanding of the holistic role of dive guides in the customer experience and industry sustainability. The managerial implications of the study suggest that dive operators and government agencies should invest in training programs and certification courses to enhance the competency skills of scuba dive guides which will lead to the industry's sustainability. It is also important for dive operators to recognize the importance of non-diving activities and ensure that their dive guides are equipped with the necessary knowledge to provide recommendations and information to divers.