The Mediating Role of Satisfaction in International Scuba Divers' Revisit Intentions in Marine and Coastal Destinations

This study investigates the influence of tourist motivations on revisit intentions among international scuba divers in Phuket, Thailand, specifically examining the mediating role of satisfaction. Marine and coastal tourism, particularly diving, is a significant global economic contributor. Despite its importance, research on specific motivations of scuba divers and their impact on revisit intentions, mediated by satisfaction, remains limited. A quantitative methodology was employed, surveying 281 international scuba divers aged 18 and above using convenience sampling. The results revealed a significant positive direct effect of motivation on satisfaction (β=0.520, p<0.001), and a very strong positive direct effect of satisfaction on revisit intention (β=0.817, p<0.001). Crucially, a highly significant indirect effect was found from motivation to revisit intention through satisfaction (β=0.424, p<0.001). This supports the hypothesis that satisfaction fully mediates the relationship between tourist motivation and revisit intentions for marine and coastal destinations. These findings underscore that while motivation draws divers, their satisfaction with the experience is the primary driver for their decision to return, offering vital insights for sustainable scuba-diving destination management and marketing strategies that are friendly to the divers.