Leveraging mobile applications for sustainable diving tourism: the role of m-learning, green marketing and environmental stewardship

Purpose This study aims to investigate the impact of mobile applications’ perceived usefulness on fostering sustainable diving tourism through mobile-learning, environmentally responsible underwater behaviors, green marketing initiatives and the establishment of a green competitive advantage. Design/methodology/approach An online questionnaire survey was administered to scuba diving centers and schools in Cyprus and Turkey. The survey gathered data on participants’ perceptions of the usefulness of mobile applications, environmentally responsible behaviors, green marketing activities and green competitive advantage. Structural equation modeling using ADANCO was used to test the proposed hypotheses. Findings The perceptions of participants regarding the utility of mobile applications significantly improve their involvement in environmentally responsible underwater behaviors and green marketing initiatives, thereby fostering the establishment of a green competitive advantage. Originality/value This study contributes to the existing literature by examining how mobile applications can advance sustainable diving tourism and environmental conservation. By integrating m-learning, environmentally responsible behaviors, green marketing and green competitive advantage, the study offers innovative insights for promoting environmental sustainability in the tourism sector.