Page 57 - Studia Universitatis Hereditati, vol. 5(1) (2017)
P. 57
ia universitatis3.2 million people and every year 826,000 are on - diversification of products (eg diving in gla
swot analysis of potentials of diving tour ism and underwater her itage ... 57their way. ciers or underwater photography courses)
Trends Benchmarking Analyses Of Main
- mobile applications Competing Destinations To Adriatic
Table 1
Competitore Considera- Strenghts and Weaknesses Summary.
destination tions What actions can the Adriatic destinations
Egypt/Red Sea Strengths: All year destination. Water 15 ⁰C in Jan
Seasonality to 29 ⁰C in September. do in order to become more competitive
Quality Weaknesses: None. on the diving tourism market?
of dive sites Strengths: Excellent variety – includes Thistlegorm
Wreck (sunk 1941) and ranked 4th most popular Egypt and the Red Sea offer a relatively inexpen-
Aquatic life dive site in the world. sive medium-haul location from the main Europe-
and variety Weaknesses: wreck sites are particularly prone to an dive markets. Their main strengths include the
archaeological theft – destroying the integrity of unique variety of Red Sea wildlife and an impressive
Prices some sites. array of ship wrecks. This destination is home to 3 of
(divebooker. Strengths: Large variety of fish and plant species the top ten dive sites in the world.
com) - just under 20% are endemic to the Red Sea, pro- Disadvantages include the additional time and costs
viding a relatively unique marine life compared to of travel when compared to European destinations
Distance from Mediterranean destinations that host more gener- and relatively expensive costs for equipment hire.
outbound mar- ic species. A review of reviews (http://www.tripadvisor.com)
kets Weaknesses: None. highlights some negative feedback about the lack of
Distance Strengths: There are numerous hotels in the Red a ‘personal’ approach from some of the dive schools.
between dive Sea that specialise in dive tourism and which pro- Divers have suggested that the focus of some
sites vide competitive package prices that include schools is to fill boats and find sites that are suitable
Popularity flights/hotel and diving tuition/equipment. for all levels of divers and
with main Prices: snorkelers, possibly limiting opportunities for more
European 2 dives with an instruction / one day-30-35 € experienced divers to try more challenging dives.
Outbound 10 dives with instruction / 5 days 120-175 €. Given the range of aquatic life and quality of many
Markets Equipment rental -10-20 € per day. of the dive sites, the Red Sea is likely to remain a
Quality of Cheaper than the Adriatic. popular competing destination in the long-term.
non-diving The Adriatic and its diving centres can be compet-
tourist offer Strenghts: Good flight connections with majority itive in quality of service and focus on personalized
of European markets. service that targets individual diver’s expectations
Weakness: 4-6 h by plane from 4 main European and is less focused on numbers.
outbound markets. Approx 1 to 2 additional hour’s Possibilities are bigger for shorter trips throughout
flight time. More expensive destination for travel. the year because the Adriatic is far from the broad-
Weakness: cast market for up to 2 h of flying.
Linear coastline – tourist could be isolated when Possibilities for improving diving sites or setting up
there – large distances between dive sites. new wrecks would increase the competitiveness of
Strength: Identified as number one destination of the destination.
choice for French and British divers. Second desti- It is recommended to emphasize the wealth and va-
nation of choice for German and Italian divers (af- riety of non-diving offers in destinations particular-
ter the Maldives). ly of natural and cultural heritage.
Strength: Unique natural and cultural landscapes.
Weakness: Dive sites isolated from heritage fea-
tures requiring significant excursions.
swot analysis of potentials of diving tour ism and underwater her itage ... 57their way. ciers or underwater photography courses)
Trends Benchmarking Analyses Of Main
- mobile applications Competing Destinations To Adriatic
Table 1
Competitore Considera- Strenghts and Weaknesses Summary.
destination tions What actions can the Adriatic destinations
Egypt/Red Sea Strengths: All year destination. Water 15 ⁰C in Jan
Seasonality to 29 ⁰C in September. do in order to become more competitive
Quality Weaknesses: None. on the diving tourism market?
of dive sites Strengths: Excellent variety – includes Thistlegorm
Wreck (sunk 1941) and ranked 4th most popular Egypt and the Red Sea offer a relatively inexpen-
Aquatic life dive site in the world. sive medium-haul location from the main Europe-
and variety Weaknesses: wreck sites are particularly prone to an dive markets. Their main strengths include the
archaeological theft – destroying the integrity of unique variety of Red Sea wildlife and an impressive
Prices some sites. array of ship wrecks. This destination is home to 3 of
(divebooker. Strengths: Large variety of fish and plant species the top ten dive sites in the world.
com) - just under 20% are endemic to the Red Sea, pro- Disadvantages include the additional time and costs
viding a relatively unique marine life compared to of travel when compared to European destinations
Distance from Mediterranean destinations that host more gener- and relatively expensive costs for equipment hire.
outbound mar- ic species. A review of reviews (http://www.tripadvisor.com)
kets Weaknesses: None. highlights some negative feedback about the lack of
Distance Strengths: There are numerous hotels in the Red a ‘personal’ approach from some of the dive schools.
between dive Sea that specialise in dive tourism and which pro- Divers have suggested that the focus of some
sites vide competitive package prices that include schools is to fill boats and find sites that are suitable
Popularity flights/hotel and diving tuition/equipment. for all levels of divers and
with main Prices: snorkelers, possibly limiting opportunities for more
European 2 dives with an instruction / one day-30-35 € experienced divers to try more challenging dives.
Outbound 10 dives with instruction / 5 days 120-175 €. Given the range of aquatic life and quality of many
Markets Equipment rental -10-20 € per day. of the dive sites, the Red Sea is likely to remain a
Quality of Cheaper than the Adriatic. popular competing destination in the long-term.
non-diving The Adriatic and its diving centres can be compet-
tourist offer Strenghts: Good flight connections with majority itive in quality of service and focus on personalized
of European markets. service that targets individual diver’s expectations
Weakness: 4-6 h by plane from 4 main European and is less focused on numbers.
outbound markets. Approx 1 to 2 additional hour’s Possibilities are bigger for shorter trips throughout
flight time. More expensive destination for travel. the year because the Adriatic is far from the broad-
Weakness: cast market for up to 2 h of flying.
Linear coastline – tourist could be isolated when Possibilities for improving diving sites or setting up
there – large distances between dive sites. new wrecks would increase the competitiveness of
Strength: Identified as number one destination of the destination.
choice for French and British divers. Second desti- It is recommended to emphasize the wealth and va-
nation of choice for German and Italian divers (af- riety of non-diving offers in destinations particular-
ter the Maldives). ly of natural and cultural heritage.
Strength: Unique natural and cultural landscapes.
Weakness: Dive sites isolated from heritage fea-
tures requiring significant excursions.
