Profile of the scuba diving vacationer to the island of Bonaire

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Title: Profile of the scuba diving vacationer to the island of Bonaire
Author: Howe, Paul William
Abstract: The island of Bonaire, part of the Netherland Antilles in the Caribbean, is percieved to be experiencing a decline in their tourism arrivals of scuba diving vacationers from the United States. Tourism is an important export for the economic stability of Bonaire, with the scuba vacationing market accounting for up to 53% of total arrivals to the island (Tourism Corporation Bonaire). Economic impacts are filtering down to the working class, affecting the socio-economic climate of the island. Bonaire has enjoyed being one of the premier scuba diving destinations on the Caribbean for many years. Its clear waters, tropical climate, abundant marine life, ease of shore access, and calm seas on the leeward side of the island lend it to being a scuba diver's paradise. The Tourism Corporation Bonaire (herein called ' TCB') has shifted its focus of target markets to that of upscale, European clientele. In the recent economic recession in the United States, combined with the war in the Gulf, many islands, hotels and attractions have shifted their strategies in this manner. The reason for the high-end market is due to the amount of discretionary income and time the market segment has. Market share is becoming increasingly harder to obtain and sustain due to increased competition of this target market. The Council of Underwater Resort Operators (herein called 'CURO') are interested in finding out who their clientele are, and where they are coming from. The assessment of where Bonaire is in respect to product life cycle is also an important issue to be considered in this study. This may show the need for improvement of percieved image, as well as possibly infrastructure and/or superstructures.
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Date: 1994

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