Dive tourism is a growing and important industry which is often reliant on a high quality natural environment. As dive tourism’s significance grows due to its economic and ecological impacts on many tropical destinations, it is important to understand how this special-interest tourism may be affected by environmental change. Mass coral bleaching episodes, a phenomenon with potentially severe implications for the health of coral reef ecosystems, have been increasing in intensity and frequency over the last three decades. This has begun to affect the enjoyment of visitors and the prosperity of individuals and dive tourism businesses that depend on reefs. Therefore, the purpose of this project is to explore the perceptions, opinions and adaptation strategies of dive operators in the Caribbean regarding coral bleaching and its effects on their business and dive tourism. This study was guided by an exploratory, sequential, mixed methods design and consisted of two phases: phase 1, a semi-structured interview, followed by phase 2, a web-based survey. The interviews for the initial phase were done with seven Tobago dive operators in January 2011 to gain perspectives and insights from local dive operators before the web-based survey was sent out. The themes that emerged from the interviews include: a lack of government action, locals and reefs, bleaching and business, and moving forward. A larger regional web-based survey was chosen for a second phase of the study to test operator opinions across the Caribbean. In total 318 operators were contacted, with 90 completing the survey. The results were varied, but the overall consensus was that coral bleaching is an important issue, but at the present time a lack of reef protection is more important. Into the future the issues of coastal development and climate change become more prominent. Based on the 2010 coral bleaching event, which was projected by NOAA to rival that of the 2005 mass bleaching, the 2010 paled in comparison. The operators said it was not as severe as previous bleaching events and that it in fact did not have any impact on their business.

Dive tourism is a growing and important industry which is often reliant on a high quality natural environment. As dive tourism’s significance grows due to its economic and ecological impacts on many tropical destinations, it is important to understand how this special-interest tourism may be affected by environmental change. Mass coral bleaching episodes, a phenomenon with potentially severe implications for the health of coral reef ecosystems, have been increasing in intensity and frequency over the last three decades. This has begun to affect the enjoyment of visitors and the prosperity of individuals and dive tourism businesses that depend on reefs. Therefore, the purpose of this project is to explore the perceptions, opinions and adaptation strategies of dive operators in the Caribbean regarding coral bleaching and its effects on their business and dive tourism. This study was guided by an exploratory, sequential, mixed methods design and consisted of two phases: phase 1, a semi-structured interview, followed by phase 2, a web-based survey. The interviews for the initial phase were done with seven Tobago dive operators in January 2011 to gain perspectives and insights from local dive operators before the web-based survey was sent out. The themes that emerged from the interviews include: a lack of government action, locals and reefs, bleaching and business, and moving forward. A larger regional web-based survey was chosen for a second phase of the study to test operator opinions across the Caribbean. In total 318 operators were contacted, with 90 completing the survey. The results were varied, but the overall consensus was that coral bleaching is an important issue, but at the present time a lack of reef protection is more important. Into the future the issues of coastal development and climate change become more prominent. Based on the 2010 coral bleaching event, which was projected by NOAA to rival that of the 2005 mass bleaching, the 2010 paled in comparison. The operators said it was not as severe as previous bleaching events and that it in fact did not have any impact on their business.

This thesis explores the role of comfort in adventure leisure and in recreational SCUBA diving in particular. In this chapter the study’s central elements of comfort, constraints and negotiation will be introduced. Human engagement with marine locations provides background to the evolution of SCUBA diving as a leisure activity. The concept of comfort is then introduced, with attention given to what comfort means from a range of disciplines. Following this, the use of the term comfort in adventure, leisure and tourism research is reviewed. Divers’ constraints to comfort are also briefly examined here in this introduction, to build understanding of how comfort can be experienced during adventure, and SCUBA diving. Leisure constraints-negotiation research is discussed briefly and linked to SCUBA diving experiences. The objectives of this study are then presented prior to introducing the qualitative research paradigm that guides the research, and the thesis outline.

This thesis explores the role of comfort in adventure leisure and in recreational SCUBA diving in particular. In this chapter the study’s central elements of comfort, constraints and negotiation will be introduced. Human engagement with marine locations provides background to the evolution of SCUBA diving as a leisure activity. The concept of comfort is then introduced, with attention given to what comfort means from a range of disciplines. Following this, the use of the term comfort in adventure, leisure and tourism research is reviewed. Divers’ constraints to comfort are also briefly examined here in this introduction, to build understanding of how comfort can be experienced during adventure, and SCUBA diving. Leisure constraints-negotiation research is discussed briefly and linked to SCUBA diving experiences. The objectives of this study are then presented prior to introducing the qualitative research paradigm that guides the research, and the thesis outline.

This thesis explores the role of comfort in adventure leisure and in recreational SCUBA diving in particular. In this chapter the study’s central elements of comfort, constraints and negotiation will be introduced. Human engagement with marine locations provides background to the evolution of SCUBA diving as a leisure activity. The concept of comfort is then introduced, with attention given to what comfort means from a range of disciplines. Following this, the use of the term comfort in adventure, leisure and tourism research is reviewed. Divers’ constraints to comfort are also briefly examined here in this introduction, to build understanding of how comfort can be experienced during adventure, and SCUBA diving. Leisure constraints-negotiation research is discussed briefly and linked to SCUBA diving experiences. The objectives of this study are then presented prior to introducing the qualitative research paradigm that guides the research, and the thesis outline.

Yes / This chapter is an output from the PMI2 Project funded by the UK Department of Business, Innovation and Skills (BIS) for the benefit of the Malaysian Higher Education Sector and the UK Higher Education Sector. Any views expressed are not necessarily those of BIS, nor British Council.

Purpose and research question: The purpose of this study is to provide and attain a deeper understanding of how the business philosophy of green marketing affects recreational adventure tourism. Further, the study intends to identify and analyze green marketing in relation to service development, green marketing strategies, branding, segmentation and positioning in the dive tourism sector. This has formulated our research question: How does green marketing affect adventure tourism? Methodology: A qualitative research method offers a deeper understanding of the effects of green marketing in the context of recreational dive tourism sector which is currently one of the fastest growing categories of adventure tourism. The study has followed an abductive research approach with an inductive initial departure and thereafter a simultaneously assemble of a theoretical framework during the sequence of conducting ten in-depth interviews. Conclusion: During this study we have identified tendencies deriving from the empirical findings and the literature review. The theoretical implications of this thesis involve filling the research gap of green marketing in a context of dive and adventure tourism. Furthermore, the practical implications involve that an implementation of green marketing can imply competitive advantages and exert a strong differentiation effect on brands. Thus, the integration of green performances and the communication sustainability could facilitate the dive tourism sector’s development towards increased environmental awareness. We further argue that the effects of green marketing in the dive tourism could be applicable in other categories of adventure tourism due to its dependency on nature and the current increasing trend of environmental awareness.