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

Authors

  • Engelina du Plessis Tourism, 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: Lindie.DuPlessis@nwu.ac.za
  • Melville Saayman Tourism, 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: Melville.saayman@nwu.ac.za

DOI:

https://doi.org/10.54055/ejtr.v17i.300

Keywords:

Portofino, dive operators, management, critical success factors.

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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Published

2017-10-01

How to Cite

Plessis, E., & Saayman, M. (2017). What makes scuba diving operations successful: The case of Portofino, Italy. European Journal of Tourism Research, 17, 164–176. https://doi.org/10.54055/ejtr.v17i.300