Abstract
Marine tourism forms a sizable part of the tourism industry, of which scuba diving is a popular marine tourism activity. One such scuba diving hot spot is Ponta do Ouro, Mozambique. This research aims to segment the diverse market of Ponta do Ouro, grounded on divers’ travel motives. An exploratory research design was used with a quantitative method to collect the data and 313 valid questionnaires were completed. A factor analysis identified five motives as factors. Five cluster market segments derived for the market of scuba divers of Ponta do Ouro, namely socialisers, novice enthusiasts, casuals, advanced fanatics and novice fanatics. The results undoubtedly show that the scuba diver market in Ponta do Ouro can be segmented. The profile and travel motives of the divers’ market to Ponta do Ouro have been identified, and the different market segments of the divers to Ponta were determined.
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Swanepoel, M., der Merwe, P. (2023). Motives-Based Clustering of Scuba Divers at Ponta do Ouro, Mozambique. In: Köchling, A., Seeler, S., van der Merwe, P., Postma, A. (eds) Towards Sustainable and Resilient Tourism Futures. Schriftenreihe des Deutschen Instituts für Tourismusforschung, vol 1. Erich Schmidt Verlag GmbH & Co. KG, Berlin. https://doi.org/10.37307/b.978-3-503-21195-1.10
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