The Future of Scuba Diving Tourism: Assessmentsof Perceived Value and Satisfactionon the Mississippi Gulf Coast

Across a range of diving locations, there is a need for greater understanding about what local divers value in their diving experiences and how this might lead to greater satisfaction with this activity in the future. In particular, the Mississippi Gulf Coast is known for its coastal beauty and the tourism that comes from the recreational activities associated with the water. However, scuba divers appear to be an underserved segment of the tourism industry. The coast provides opportunities for local scuba divers to take part in a range of diving activities, but there is minimal support for this tourism activity in Mississippi. To remedy this situation, this study arguesthat the functional,emotional,social, risk, and epistemic value local divers put on their diving experience leads to greater satisfaction in their divingexperience. Accordingly, hypotheses are developed to directly link each dimension of perceived value to satisfaction with the diving experience. Results highlight a significant effect of overall perceived value on satisfaction with the diving experience. Further, the functional and social value factors were also found to have significant and positive relationships with diver satisfaction. Beyond providing greater understanding of what brings local divers greater fulfillment, a larger goal of this research is to discover future ways to better market scuba diving along the Mississippi Gulf Coast.