Segmentation based on environmentally responsible behavior: Evidence from SCUBA divers in Taiwan, the Philippines, and Indonesia

This study aims to compare the satisfaction and loyalty of SCUBA divers who were segmented into groups based on their level of environmentally responsible behavior (ERB). Overall, 1800 valid questionnaires were obtained from for Taiwan, the Philippines and Indonesia. Multivariate statistical analysis was used for data analysis. Four clusters of SCUBA divers were identified through cluster analysis: blended ERB SCUBA divers, moderate ERB SCUBA divers, lacking ERB SCUBA divers, and practicing ERB SCUBA divers. Each of these clusters exhibited significant differences in tourism satisfaction and loyalty. This study used the ERB variable to effectively categorize SCUBA divers into four groups with several theoretical and practical implications for each, and extended the research on marine tourism development.