DIFFERENCES IN MOTIVATIONS AND EXPECTATIONS OF DIVERS IN THE

Abstract: The adventure tourism market has grown steadily in recent years along with the number of certified SCUBA divers. With the increase of divers, the need for satisfying experiences, marketing strategies, and knowledge of the dive market in general arises. This study tested differences in motivations and expectations of SCUBA divers in the Florida Keys, to identify target markets for better programming and marketing. A gap analysis was used to test for differences between Boy Scouts diving with th