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What makes scuba diving operations successful:
The case of Portofino, Italy

 

Engelina du Plessis1* and Melville Saayman2
 

Received: 22/08/2016 Accepted: 12/12/2016

 

1Tourism, Research in Economic Environs and Society (TREES), North-West University, Private bag x6001,
Potchefstroom, 2520, Republic of South Africa; Tel: +27 (0) 18 299 1497; E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2Tourism, Research in Economic Environs and Society (TREES), North-West University, Private bag x6001,
Potchefstroom, 2520, Republic of South Africa; Tel: +27 (0) 18 299 1810; E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
*Corresponding author

 

Abstract
 

The coastline of Portofino, Italy, a famous destination for the rich and famous, attracts thousands of visitors each year. Tourism product owners constitute a significant component of the competitive environment in this area in order to claim a piece of the tourism pie. For the local dive operators, the situation tends to be even more difficult when dealing with strict regulations concerning the marine protected area and a specific market. The identification of critical success factors could offer some insight into the management of these operations. In order to accomplish this, a qualitative research approach was followed by interviewing eight dive operators in the area of Portofino. It was clear that the critical success factor to manage a dive operation was unique to this area and differs from other tourism products by adopting a unique customer relations approach, an emphasis on safety, and the focus on providing a signature product. These results could assist managers of dive operations in identifying new opportunities in terms of management and sought out threats to the business.

 

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Keywords:  Portofino, dive operators, management, critical success factors.


Citation: Plessis, E., M. Saayman (2017) What makes scuba diving operations successful: The case of Portofino, Italy. European Journal of Tourism Research 17, pp. 164-176

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European Journal of Тourism Research