A Market-Based Approach to Certification Schemes for Scuba-Diving Sustainability

Abstract

Sustainability certification schemes typically follow a supply-side approach, relying on scientific input and technical criteria. However, without corresponding demand-side behavioural adjustments, their effectiveness may be limited. This pragmatic study introduces a market-based approach combining scientific knowledge with market insights, ensuring certification schemes are theoretically robust and practically viable. This approach led to three contributions: 1. The ‘9 Ps of Scuba-diving Sustainability’ (SDS) – a contribution to knowledge providing a framework that addresses the pillars of sustainability in the scuba-diving sector. 2. The Blue Guard Certification (BGC) – a demonstration of a tiered certification scheme guiding scuba-diving operations and encouraging sustainable diver behaviour. 3. A refined methodological approach – representing how sustainability certification schemes can be developed by integrating scientific knowledge with consumer insights. Using a mixed-methods approach, the study identified 25 sustainability criteria from the literature. These were refined and prioritised through semi-structured interviews with 28 experts across four stakeholder groups: academics, policymakers, business leaders, and professional divers. The analyses led to the development of the ‘9 Ps of SDS’ framework and the BGC scheme. The effectiveness of the BGC in influencing divers’ behaviour was assessed through a survey of 203 recreational scuba divers, measuring five marketing levers: Perceived Attractiveness, Perceived Value, Satisfaction, Destination Image, and Behavioural Intentions (above-water, underwater, and educational). Cluster analysis identified four diver segments: Joy Seekers, Sustainability Advocates, Purpose-Driven, and Sceptical Divers. A thematic comparison showed a general alignment between customer preferences and expert sustainability priorities, highlighting the market potential of the BGC scheme. Findings emphasise integrating supply-side expertise with demand-side preferences for market-driven sustainability certification schemes. This approach advances coastal and marine tourism sustainability with key implications: Policymakers can adopt and adapt the BGC scheme and the 9 Ps of SDS framework for regulatory standards; operators can apply the 9 Ps of SDS to align operations with sustainability goals; scholars can benefit from a replicable methodology for developing certification schemes, encouraging research on market-based sustainability. Future studies could explore broader applicability, impact on behaviour, and potential refinements to enhance tourism sustainability further.