An examination of recreational divers' underwater behaviour by attitude–behaviour theories

Ong, T.F. and Musa, G. (2011) An examination of recreational divers' underwater behaviour by attitude–behaviour theories. Current Issues in Tourism, 14 (8). pp. 779-795. ISSN 1368-3500,

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The increasing demand for dive tourism activities has resulted in concerns over scuba divers' incremental impacts on the underwater marine environment. Hence, there is a need to better understand the antecedents of scuba divers' underwater behaviour. This study applied theory of planned behaviour (TPB) and norm activation theory (NAT) of altruistic behaviour in examining the relationship between diving attitude, perceived behavioural control, subjective norms and personal norms (PNs) with responsible underwater behaviour among scuba divers. Using the combination of purposeful and convenience samplings, data were collected from divers (N = 413) who visited the top five most attractive islands in Malaysia. The results supported the use of TPB as a basis for explaining the underwater behaviour of divers. Among the four constructs examined, attitude and PNs were found to be of paramount importance in influencing pro-environmental behaviour. This study also validated the exploratory dimensions that constitute the measurement constructs for scuba diving attitude and responsible underwater behaviour. Scuba diving stakeholders should emphasise continuous education and an integrated programme of marine conservation to enhance divers' attitude and personal commitment towards pro-environmental behaviour. These are crucial for the sustainability of the scuba diving industry.

Item Type: Article
Additional Information: Faculty of Business and Accountancy, University of Malaya
Uncontrolled Keywords: Underwater behaviour; Diving attitude; Perceived behavioural control; Subjective norms; Personal norms
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: Faculty of Business and Economics > Dept of Business Policy and Strategy
Depositing User: Ms. Wati Yusuf
Date Deposited: 15 Oct 2014 00:49
Last Modified: 07 Feb 2019 09:29

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