Title: ONLINE REVIEW ANALYSIS ON RECREATIONAL DIVERS’ EXPERIENCE ON PADI-CERTIFIED DIVE CENTER IN NUSA PENIDA, BALI
Authors:
Gratia Wirata Laksmi*, Myrza Rahmanita and Arief Faizal Rachman
Abstract:
Recreational diving is a growing sector of the tourism industry that offers unique underwater experiences to numerous people worldwide. PADI or also known as The Professional Association of Diving Instructors (PADI) has had a substantial impact on the worldwide diving sector. Nusa Penida, a well-known diving location located off the coast of Bali, Indonesia, houses numerous dive centers including PADI-certified Dive Center that provide outstanding diving amenities for divers from across the globe. The growth of the diving industry, driven by an increasing number of certified divers and a rising demand for recreational activities, highlights the need of providing exceptional diving experiences to visitors. There are 750 online reviews analyzed derived from Google Reviews of three dive resorts with star-ratings 4.9-5.0located in Nusa Penida in Bali Province, namely, Purple Dive Penida, Legend Dive Lembongan, and Legend Dive Penida. To collect 750 reviews from Google reviews using an API tool to scrape social media data, namely Out scrapper. We conduct frequency and CONCOR analysis using occurrence network result and co-occurrence rating result using KH-Coder, a software word frequency and co-occurrence network analysis. Lastly, we assess the data using SPSS 15 to perform quantitative data analysis to obtain the exploratory factor analysis and regression analysis. The results of this research we identify key-themes surrounding the topic namely: rich underwater marine biodiversity; staff hospitality; dive certification program; diving spot; credibility and safety. Diving tourism is a delicate industry because its reliance on the timely weather conditions and underwater sights, which greatly impact overall consumer satisfaction, despite receiving positive comments. Thus, the researchers also suggest the importance of sustainability in operating and managing the scuba diving business.
Keywords: Recreational divers, dive center, marine tourism, dive tourism.
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