Sustaining Marine Tourism: Push and Pull Factors Behind Tioman Island’s Scuba Diving Success
DOI:
https://doi.org/10.24191/eaj.v14i2.8861Keywords:
scuba diving tourism, push–pull motivation, Tioman Island, destination success, sustainable marine tourismAbstract
Scuba diving tourism represents a fast-growing niche within marine-based adventure tourism, combining recreation, biodiversity appreciation, and economic development. While past studies emphasize environmental impacts and governance, less attention has been directed toward divers’ motivations in sustaining island destinations. This study investigates push factors (novelty, environmental exploration, knowledge seeking, physical challenge) and pull factors (environment, attractions, facilities) influencing the success of Tioman Island, Malaysia. A survey of 184 divers was analyzed using reliability tests, exploratory factor analysis, descriptive statistics, and multiple regression. Findings show both push and pull factors significantly predict destination success, with physical challenge and environmental quality as the strongest determinants. The study contributes theoretically by extending the push–pull model to scuba diving in an emerging market context, highlighting divers’ psychological and experiential drivers. Practically, results underscore the need to align motivational factors with sustainable management strategies, prioritizing reef conservation, innovative dive experiences, and community engagement. By integrating diver motivations with ecological preservation, Tioman can strengthen its global reputation while providing transferable lessons for other small-island marine tourism destinations.
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