Abstract
Purpose: The purpose of this study is to examine scuba divers’intentions to continue domestic diving tours and switch to overseas tours by utilizing the expectation-disconfirmation theory.BR Method: A total of 239 scuba diving tour participants completed a series of questionnaires related to predetermined expectations, perceived performance, positive expectation disconfirmation, satisfaction, intention to continue domestic diving tour, and switch intention to overseas diving tour. Data collected from the participants were analyzed using model fit testing and structural equation modeling in AMOS 22.0.BR Results: First, the predetermined expectations had a positive (+) influence on perceived performance. Second, the predetermined expectations had no significant influence on positive expectation disconfirmation. Third, the perceived performance and positive expectation disconfirmation had a positive (+) influence on satisfaction. Fourth, the satisfaction had a positive (+) influence on intention to continue domestic diving tour, but it did not have a significant influence on switch intention to overseas diving tour.BR Conclusion: The findings suggest that perceived performance is enhanced by participants’ predetermined expectations of the scuba diving tour, positive expectation disconfirmation is enhanced through perceived performance, and satisfaction is enhanced through perceived performance and positive expectation disconfirmation. In addition, satisfaction improves the intention to continue the domestic diving tour.
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