ABSTRACT
This chapter explores tourist blogs to gain better insights into dive tourists’ experiences at various coral reef destinations. Using a purposive sampling strategy, 100 travel blogs were selected from two travel blog websites. Thematic content analysis of these blogs resulted in common themes such as marine life, underwater scenery, social aspects, service related attributes and wreck diving opportunities. A further theme dealt with the issues contributing to dive tourists’ disappointment and concerns. Knowledge of this kind can provide important information to managers at coral reef destinations and marine tourism operations regarding what strategies could assist in improving experiences for recreational scuba divers.
