THE DIMENSIONS OF MEMORABLE MARINE TOURISM EXPERIENCES†

In a post COVID-19 era the tourism industry has been forced to adapt to a changing business world evident in the paradigmatic shifts in tourist behavior. The industry has been forced to transform in order to recover from the devastation caused by the pandemic. A strategy which could prove useful for the rejuvenation and the sustainability of the tourism industry is the provision of memorable experiences. Understanding the dimensions that contribute to memorable experiences is vital for the success of tourism businesses. Therefore, the aim of the study was to investigate which dimensions contribute to a memorable marine tourism experience (MMTE) in South Africa. The exploratory research design and mixed method approach were applied in the study. A total of 444 usable questionnaires were analyzed by means of descriptive and inferential statistics. The results indicate that eight dimensions positively relate to MMTEs. Hedonism is the most important dimension to increase the likelihood of shark-diving experiences being remembered. Whereas, five dimensions in particular (refreshment, social-interaction, meaningfulness, knowledge and novelty) will increase the memorability of whale-watching experiences, while an increase in delight will enhance the memorability of the experience for all three activities (whale-watching, shark-diving and visits to marine protected areas (MPAs). The results of the study are important for marine tourism businesses who want to stage memorable experiences, in order to meet the needs of their customers and to enhance the relevance and sustainability of their businesses.