Altouise Jonas
Abstract
The marine tourism sector has become a global powerhouse but to continue in an upward trajectory, the tourism industry and marine tourism operators should pay attention to their customer preferences, one of which is a demand for memorable experiences. The formation and recollection of memorable experiences is a heterogeneous process that differs based on tourists’ demographic profile. Therefore, this study aimed to determine whether demographic variables influence the dimensions which contribute to memorable marine tourism experiences. This study employed a quantitative approach. Data was collected with a structured questionnaire from individuals who had participated in a marine tourism experience in South Africa. The final sample consisted of 444 respondents. Multivariate Analysis of Variance were calculated to establish whether significant differences exist between the demographic variables and dependent variables. Where significant differences were observed Post hoc Sheffé tests were conducted to establish where the differences were observed, and Cohen’s D tests identified the effect size of the difference. Four statistically significant relationships were found. Gender influences meaningfulness, age influences involvement and education and nationality influence delight. This study can assist the tourism industry, and marine tourism operators, to have a better understanding of their consumers, to better manage their experience and to make more informed decisions about their marketing strategies.