Usefulness of mobile apps for achieving

sustainable diving tourism

Hakan B. Demircan
Eastern Mediterranean University
Ali Ozturen (  ali.ozturen@emu.edu.tr )
Eastern Mediterranean University
Foad Irani
Final International University

Research Article

Keywords: Diving tourism, mobile apps, green marketing, leisure tourism, environmentally responsible
behaviors

Posted Date: March 2nd, 2023

DOI: https://doi.org/10.21203/rs.3.rs-2621653/v1

License:   This work is licensed under a Creative Commons Attribution 4.0 International License.
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Abstract
Leisure activities have the potential to have substantial impacts on vulnerable natural resources.
Adopting innovative technologies while adhering to sustainability principles is critical for promoting
environmental conservation among various stakeholders. This study investigates the effects of mobile
applications’ perceived usefulness on achieving sustainable diving tourism through m-learning,
environmentally responsible underwater behaviors, green marketing activities, and green competitive
advantage. An online questionnaire was conducted at Cyprus and Turkey scuba diving centers and
schools. Moreover, the impacts of green competitive advantage and environmentally responsible
underwater behaviors of sustainable diving tourism were analyzed. The proposed hypotheses were tested
using ADANCO software, a modeling tool for structural equations. This study underlines an essential
contribution to the technology management literature regarding the implications of adopting mobile
technologies and promoting environmentally responsible underwater behavior. The findings of this study
contribute to the extension of the TAM theory to comprehend the impact of the perceived usefulness of
mobile applications on recreational scuba diving tourism via knowledge of green market activities, green
competitive advantage, M-learning, and environmentally friendly responsible underwater behavior. The
results reflect that sustainable diving tourism in Turkey and Cyprus can be realized by adopting mobile
applications via environmentally responsible behaviors and activities.

1 Introduction
The sustainability concept of protecting resources and promoting responsible behaviors is prevalent
among practitioners and academicians [1]. An increasing number of customers, aware of environmental
protection issues, tend to choose green firms, purchase their products, and even pay more for
environmentally friendly goods and services [2–3]. Consumers with a high understanding of
environmental issues typically pay a higher premium for environmentally friendly goods [4]. More than
90% of customers have positive behaviors about sensitive environmental issues [5]. In a survey carried
out among consumers worldwide [6], it was found that 55 percent of respondents said they considered
environmental responsibility to be very or extremely important when selecting a brand. In 2021, nearly
half of the customers worldwide stated they would like to support a brand that demonstrated a solid
dedication to sustainability [7]. Consumers in Europe, the Middle East, and Africa (EMEA) placed the
greatest value on brands whose actions were consistent with their stated values.

There is an emerging green need in various industries such as tourism, travel, retail, and leisure activities.
According to Namkung and Jang [8], more than two-thirds of restaurant consumers are willing to pay
more for green restaurant operations. Business managers and leaders have been trying to change their
corporate structures and cultures to environmentally responsible behaviors and to replace products and
services with ecologically friendly ones [9, 10]. The term “green” means taking action to decrease the
negative environmental impact, for example, eco-purchasing and recycling [11]. Green management can
enhance customer satisfaction, market demand, and corporate image [12]. Companies with green goods
and services strengthen their environmentally friendly image and attract more customers’ attention.
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Green actions are also implemented and supported by recreational scuba diving organizations [13]. Thus,
divers’ satisfaction increases, and natural resource protection can be maintained. However, green
implementation requires knowledge accumulation and consciousness in behavior, so an innovative
implementation strategy, for example, a mobile-based learning strategy, could have a vital role [14].
Mobile learning can provide opportunities for maintaining clean environments and increasing awareness
of environmental concerns [15]. Mobile application services’ usage and service areas are increasing
rapidly in leisure activities [16]. However, a knowledge gap exists about mobile services’ proper usage and
impacts on enhancing green behaviors in recreational diving activities. The significance of addressing
particular behaviors to lessen ecological harm to aquatic environments was emphasized by Lucrezi et al.
[17]. Future quantitative research employing a quantitative approach, including a questionnaire survey,
are essential, according to Lucrezi & du Plessis [18], to better understand the factors influencing divers’
environmentally conscious attitudes and behaviors. Several recent studies [19, 20, 21] emphasized the
need for studies to comprehend divers’ attitudes and behaviors toward sustainability. According to
Gerungan & Chia [22], studies on the role of scuba diving operators in sustainable tourism are limited.
This study aims to investigate the effects of the perceived usefulness of mobile application services via
mobile learning (m-learning) and green marketing activities on environmentally responsible underwater
behaviors and green competitive advantage in diving tourism. One of the objectives of this study is to
contribute to marine and reef conservation and environmentally responsible behaviors of divers’
practices, leisure behavior, and leisure activities.

The results of this study can assist decision-makers and industry players in developing sustainable
leisure activities using mobile application services (mApps) that incorporate m-learning to promote
environmentally responsible underwater behaviors. Furthermore, this study discovers how a green
competitive advantage can be obtained with green marketing efforts and environmentally responsible
underwater behaviors. Thus, it can help dive centers become aware of green marketing activities and
strengthen sustainability by using their competitive advantage. Moreover, the results will emphasize the
importance of diving education and training using m-learning to ensure green environmental
consequences.

2 Literature Review
2.1. Perceived usefulness of mobile apps
People use mobile application services in everyday life, which has become a habit that is one of the
determinants of continuance intention [23]. The continuance intention is about users’ behaviors on the
mApps. The continuance intention is also about how satisfied users are with the mApps they are currently
using [24]. The continuance intention is affected by consumers’ perceived values [25]. These values are
reflected as motivational behaviors like customer satisfaction, behavioral usage intentions, and loyalty.
Moreover, there are three applied perspectives of perceived values of mApps, which are utilitarian,
hedonic, and social views [26].

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Mobile apps are usually proposed with utilitarian values [26], essential in gaining product or service
efficiency [27]. Utilitarian values aim to increase users’ task performance with efficiency. However, the
traditional model of utilitarian value includes perceived usefulness and ease of use, affecting behavioral
intention to use. In addition, perceived usefulness is critical to post-adoption behavior [28]. Hence, we
include the perceived usefulness in our model.

2.2 Awareness of green marketing activities

Green marketing is the management process for meeting customers’ needs profitably and healthily for
the environment [29]. Green marketing includes environmental concerns and protection, which are values
of green marketing. These values affect customers’ decision-making and purchasing perceptions [30].
Due to customers’ green preferences, businesses use green marketing activities and strategies to stand
out. These include “No plastic shopping bags,” “No flyers,” “green,” “clean,” “conserve energy,” “reduce
waste,” “save the world,” and “eco-friendly” [31, 32]. Thus, green marketing practices positively influence
companies’ market success, and green practices’ adaptation results make profitable outcomes for small-
scale businesses [33].

Furthermore, green marketing strategies attract and influence consumers, intensifying their behavioral
intentions toward businesses [34]. Companies’ green image leads to green trust, satisfaction, and loyalty
[30]. It is necessary to connect consumers’ intentions to their actual purchasing behavior through a green
marketing strategy emphasizing the distinctive characteristics of green products and their positive
environmental impacts [35]. The awareness of environmental concerns and increasing environmental
responsibility results in paying more attention to green marketing activities. Therefore, there is a need to
be aware of green marketing activities [31].

2.3. Green competitive advantage

The Professional Association of Diving Instructors (PADI) encourages its members to develop marketing
and customer relationship skills through the use of technology in order to differentiate themselves from
the numerous recreational diving establishments worldwide. PADI’s training solutions for member dive
centers and divers reflect the association’s dedication to marketing and digital technology to attain a
competitive advantage. “How to Use Digital Products for Professional Level Training,” “Digital Products
Workshop,” “Marketing Best Practices for Covid-19,” “eLearning Marketing Toolkit,” “Diver Acquisition
Marketing Toolkit,” “Customer Service and Staff Training,” and “Run and Grow Your Business with a
Customer Relationship Management (CRM) System” are some of the topics covered in the training
programs [36]. However, value-adding with the differentiation process, which leads to gaining a
competitive advantage, is complicated for small-scale businesses [37]. They strive to develop a
competitive advantage at minimum time and costs.

Increasing numbers of divers create competition among dive centers in the region. That is why dive
centers and tour operators must add value to their goods and services to satisfy customers. Moreover,
divers’ satisfaction depends on diving tour operators’ and diving centers’ service quality before, during,
and after the dive [38]. The existing literature already considers the competitive advantage concept, and
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establishing competitive advantage comes through customer satisfaction and loyalty. Customer
satisfaction is customers’ evaluations of their feelings about products and services. Customers’
perceptions of products and services affect their satisfaction, leading to customers’ behavioral intentions
to sustain their satisfaction level [39]. Customer satisfaction is a consequence of consumption and is
correlated with a customer’s loyalty, commitment, and repurchase intentions [40]. Green competitive
advantages ensure a gain between environmental management and corporate performance. Green
competitive advantage is essential for reinforcing sustainable development. It is a requirement for
companies that take the lead in environmental management. Thus, the competitors cannot replicate the
strategies of successful environment and sustainability [41].

2.4. M-learning
Smartphones and tablet computers are mobile devices widely used in schools and work for educational
and business purposes. Mobile applications (m-apps) are used for teaching and learning [41]. Mobile
learning (M-learning) is at the intersection between mobile computing and e-learning. It offers mobility to
access resources with powerful search capacities. M-learning involves user interaction for effective
learning and assessment [43]. Moreover, M-learning is free of location, time, and space [41].

M-learning used the advantages of technology in all levels and types of education and became an
essential alternative to the current education system [44, 45]. Some schools have switched from e-
learning to m-learning because mobile technology has become cheaper, easier to use, and more
widespread [46]. For these reasons, m-learning is the new version of e-learning [47]. The recreational
diving industry, which aims to meet the demand of divers, encourages diving training with the help of
technology [48]. Mobile learning applications can increase the learners’ motivation and ability to learn,
respond to diverse learning styles, eliminate socioeconomic inequities, and encourage inclusive and
diverse practices [49].

2.5. Environmentally responsible underwater behavior

Behavior is an individual’s actions [50], and environmentally responsible underwater behaviors are
adopted due to environmental knowledge. Due to this knowledge, they are more concerned about the
ecological issues in visited destinations [51].

Responsible underwater behavior should be applied to establish the divers’ safety and protect the marine
environment [52]. Divers’ underwater behaviors may cause damage to very fragile coral reefs. These
behaviors are holding, trampling, kneeling, fin kicks on coral, and hitting coral with loose equipment and
occur by boat anchoring contact to corals and underwater organisms [52]. Previous studies showed that
most divers (70–90%) contact the reef during the dives [53]. In addition, experienced divers deal with
more specific environmental issues, such as harming minor damage to corals during diving, than general
environmental problems [54]. The diving industry must place a high priority on education and training.
Conservation of marine resources should be highlighted in diving education to help divers develop
environmentally responsible underwater behavior. It is imperative to improve funding for scuba diver

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training and teaching programs. Future study is needed to investigate the elements influencing
responsible behavior underwater [55].

2.6. Sustainability issues in diving tourism activities

The scuba diving tourism system (SDTS) approach was first mentioned in 2015 to describe the critical
elements and relationships of the system [48]: the marine environment, scuba divers, the diving tourism
industry, and the local/host community. The marine environment is a central element in the system
because all stakeholders depend on that. Scuba divers create demand. The suppliers are scuba diving
centers and schools, diving tour operators, vessels and related businesses, and other tourism industries
like hospitality, restaurants, retail, and transportation. The local/host community is the crucial element of
the system. Governments, policymakers, and resource managers provide infrastructural and socio-
cultural resources [48].

The sustainability dimensions (economic, socio-cultural, institutional, and environmental) form the divers’
perceptions of recreational diving activities’ sustainability. Diving tourism can become a sustainable
value for developing countries [56]. Scuba divers spend considerable money seeing corals, shipwrecks,
and underwater creatures like turtles, sharks, and manta rays. Integration of economic gains with
ecological resource protection can lead to sustainable advantages.

2.7. Hypotheses development

Mobile platforms are practical marketing tools that increase product awareness [57]. Mobile apps
positively influence marketing and advertising activities [58]. Therefore, this technology can increase the
effectiveness of marketing activities. Mobile apps are essential and cost-effective tools for promoting
and attracting new visitors with the utility of digital channels [59].

This study explained the perceived usefulness of mobile applications using the theory of reasoned action
[60] and the technology acceptance model (TAM) [61]. According to Davis’s argument [61], the usefulness
of technologies is critical to their acceptability. The mobile applications’ adaption process is determined
by the perceived usefulness, which is reported as an essential factor for using mobile services [62]. TAM
is integrated with green marketing to form the conceptual framework to predict divers’ intention to use m-
learning technologies to promote responsible underwater behavior. Marketing directly affects the
intention to use technology [63]. Findings about the effect of green marketing on ecological intentions
would give marketers practical insights [64]. Thus, we proposed our first hypothesis:

H1. Perceived usefulness of mobile apps (PUM) positively impacts green marketing activities (AGM)
awareness in diving centers.

This study used TAM for scuba divers’ m-learning and perceptions of the usefulness of mobile
applications. The technology acceptance model (TAM) is a comprehensive model used in the information
technology (IT) sector to define the usefulness of new technology [47]. TAM also identifies perceived
usefulness in e-learning activities [65]. Consequently, it is appropriate to investigate the effect of

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perceived usefulness on attitude and intention to use m-learning. In other words, divers who value the
usefulness of mobile apps will embrace m-learning because mobile apps can save time, provide
flexibility, and increase convenience. Thus, we proposed our second hypothesis:

H2. Perceived usefulness of mobile apps (PUM) positively impacts m-learning for divers (MLD).

Green marketing effectively allows companies to meet customers’ needs and create a sustainable
competitive advantage [66]. One of the essential factors in achieving a green competitive advantage is a
company’s green image [67]. Green marketing activities encourage tourists to choose environmental
problems [5]. Implementing green strategies with environmental skills helps improve marketing
development, quality, and productivity to increase the company’s competitiveness [68]. Moreover, the
awareness of different marketing practices affects destinations and brings competitive advantages [69].
Marketing and competitive advantage have significantly affected small-scale businesses adopting a
green management style [59]. Adopting green marketing activities can enhance a company’s competitive
advantage [70]. The following hypothesis is developed in line with the arguments mentioned above:

H3. Awareness of green marketing (AGM) positively impacts the green competitive advantage of diving
centers (GCA) in the scuba diving industry.

Based on the recreational specialization theory, involvement in recreational activities positively impacts
environmental concerns [54]. Behavior modification can be realized when people know their behaviors
and consequences by gaining knowledge with the help of education. Educational strategies help create
best practices for avoiding physical contact with scuba divers underwater [71]. That is why, in this study,
m-learning is applied to divers’ environmentally responsible underwater behaviors.

H4. M-learning for divers (MLD) positively impacts environmentally responsible underwater behaviors of
divers (ERUB).

When a company has a green competitive advantage that makes it hard for competitors to copy its
strategies and get the long-term benefits that come with them, it has a strong position in environmental
management or green innovation [41]. The concept of competitive advantage is grounded in the natural
environment, and the plan for sustainable development is closely related to competitive advantage [72].
Moreover, sustainable development positively affects and enhances firms’ competitive advantages [73].
The link between market competitiveness and sustainable tourism is logical because sustainable tourism
requires the competitiveness of industries in destinations [74]. Green competitive advantage was
identified as a vital component for businesses seeking to advance toward sustainable development [75].
Hence, the following hypotheses were proposed:

H5. Green competitive advantages of diving centers (GCA) positively impact the socio-cultural dimension
of sustainable diving tourism (SC).

H6. Green competitive advantages of diving centers (GCA) positively impact the institutional dimension
of sustainable diving tourism (INST).
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H7. Green competitive advantages of diving centers (GCA) positively impact the environmental dimension
of sustainable diving tourism (ENV).

H8. Green competitive advantages of diving centers (GCA) positively impact the economic dimension of
sustainable diving tourism.

Sustainable tourism seeks to mitigate the detrimental impact of tourists’ visits on the environment and
indigenous culture [74]. Moreover, environmentally responsive tourists are helpful for market
development, focusing on green and creating effective promotions for the destination. They are willing to
pay more for environmentally friendly products [74]. Environmentally responsible behavior (ERB) is a
significant determinant of sustainable development and tourism [41, 76, 77, 78, 79]. Environmentally
responsible behavior involves actions by individuals or groups that encourage the sustainable use of
natural resources [80]. Environmentally responsible behavior is a critical component of sustainable
development since it helps conserve resources and protect the environment [81].

H9. Environmentally responsible underwater behavior of divers (ERUB) positively impacts the socio-
cultural dimension of sustainable diving tourism (SC).

H10. Environmentally responsible underwater behavior of divers (ERUB) positively impacts the
institutional dimension of sustainable diving tourism (INST).

H11. Environmentally responsible underwater behavior of divers (ERUB) positively impacts sustainable
diving tourism's (ENV) environmental dimension.

H12. Environmentally responsible underwater behavior of divers (ERUB) positively impacts the economic
dimension of sustainable diving tourism (EC).

The research model of this study is shown in Fig. 1. It is seen in the proposed model that the perceived
usefulness of mobile apps impacts awareness of green marketing activities in diving centers and m-
learning for divers. Awareness of green marketing impacts the green competitive advantage of diving
centers in the scuba diving industry. M-learning for divers impacts environmentally responsible
underwater behaviors of divers. The green competitive advantages of diving centers impact sustainable
diving tourism's socio-cultural, institutional, environmental, and economic dimensions. Divers’
environmentally responsible underwater behavior impacts sustainable diving tourism’s socio-cultural,
institutional, environmental, and economic dimensions.

Insert Fig. 1here

3 Methodology
3.1. Sample and Data Collection Procedure

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The research data were obtained from a sample of scuba divers, and diving professionals at diving
centers with online panel surveys conducted separately in Cyprus and Turkey. Professionally managed
panels meant that each respondent was pre-screened to confirm their identity and profile. This approach,
in turn, ensured sample quality by reducing the likelihood of forged identities, repeated participation, and
duplicated responses.

The online questionnaires were distributed among scuba divers, experts of diving centers, and diving
school owners to represent the sample for satisfying the research aim [82]. Since most residents are
Turkish-speaking and English-speaking, the questionnaires in these languages were distributed. The
commonly used back-translation procedure was followed [83]. The back-translation technique was
adopted to translate the original version of the questionnaire from English to Turkish and vice versa to
ensure the accuracy and clarity of the translation. The pilot study was conducted with 30 respondents to
ensure the survey questions were understandable. Therefore, content validity is achieved. Their input
enabled us to enhance the questionnaire’s consistency and maintain clear communication with the
respondents.

The questionnaire was developed with items derived from the literature. The first part consists of
questions on the participants’ demographic characteristics. The second part included 47 questions about
the proposed model constructs. The electronic questionnaire was generated on surveymonkey.com,
specifying the survey’s intent and guaranteeing the respondents’ confidentiality [84].

The survey link was shared with regional managers, scuba diving centers, schools, certified divers, non-
certified divers (beginners and diving students), diving instructors, and diving center owners. For the study
in Cyprus (Study A), we gradually gathered 153 responses, of which 145 were usable after the incomplete
responses were eliminated. After removing the incomplete responses in the second study in Turkey (Study
B), 242 valid responses remained for data analysis. Both contexts refer to the locations for scuba diving
in the Eastern Mediterranean Sea. This geographical proximity causes commonalities in the concerns
and experiences of the respondents. In addition, the researchers can validate the conclusions in the
setting of two countries.

3.2. Measurements
All the items were measured with the five-point Likert scale (5 = strongly agree, 4 = agree, 3 = neutral, 2 =
disagree, 1 = strongly disagree). The perceived usefulness of mobile apps (PUM) was measured by three
items [24]. Awareness of green marketing (AGM) was measured by five items [31]. Green competitive
advantage (GCA) was measured using four items [85]. M-learning (ML) was measured by five items [14].
Environmentally responsible underwater behaviors (ERUB) were measured by two dimensions and eight
items [86]. Sustainable tourism was measured by four dimensions and twenty-two items [87]. In addition,
demographic information regarding participants, such as gender, age, and diving certification level, was
asked in the questionnaires.

3.3. Data Analysis Methods

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The data were analyzed using the SPSS version 24 and the ADANCO version 2.1.1. The SPSS was used
for descriptive analysis, and we examined the proposed hypotheses using ADANCO [88, 89]. Applying
ADANCO provides several benefits in partial least square path modeling. First, the measurement model
assesses the constructs’ reliability and validity. Second, model fit is verified via overall model assessment;
third, the structural model is used for hypothesis testing [90, 91]. Harman’s single-factor represented
28.1% and 33.9% for studies A and B, respectively. The common method bias (CMB) is not an issue in
this study since the single factor for both studies is below the threshold of 50% [92, 93].

4 Results
The demographic characteristics of the respondents are provided in Table 1.

Insert Table 1here

4.1. Results of Confirmatory Factor Analysis

The ADANCO 2.1.1 was used for confirmatory factor analysis (CFA). The data adequacy was confirmed
using the indicator loadings, average variance extracted (AVE), Cronbach’s alpha (α), Jöreskog’s ρ (ρC),
Dijkstra–Henseler’s ρ (ρA) indicator reliabilities, and composite reliability (CR) [94]. As reported in Table 2,
6 items were distracted in study A due to low values below the cut-off level of 0.7 during the CFA process.
Specifically, two items were deleted from the construct of environmentally responsible underwater
behaviors; one from the socio-cultural dimension of the sustainable diving tourism variable; and two from
the economics dimension of the construct for sustainable diving tourism. Indicators loaded sufficiently
under their underlying constructs. The indicator loading of the constructs in study A varies from 0.72 to
0.96, confirming the convergent validity.

Insert Table 2here

The convergent validity was also assessed by investigating the AVE values of the constructs. Since the
values are greater than 0.5 for all constructs, we conclude that convergent validity is accomplished. The
reliability of the scales was assessed by investigating Cronbach’s alpha criterion CR, Jöreskog’s ρ (ρC),
and Dijkstra–Henseler’s ρ (ρA). Table 2 represents that all the values for the constructs are greater than
the cut-off level of 0.7; therefore, the reliabilities of the constructs are confirmed [90].

As reported in Table 3, 5 items were distracted in study B due to low values below the cut-off level of 0.7
during the CFA process. Specifically, one item was removed from the construct of green marketing
awareness. Two items were deleted from the environmentally responsible underwater behaviors
construct, and two were deleted from the economics dimension of the sustainable diving tourism
construct.

Indicators loaded sufficiently under their underlying constructs. Generally, all indicator loadings of study
B’s variables vary from 0.70 to 0.97, providing evidence for convergent validity. The convergent validity is

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also assessed by obtaining the AVE values for the constructs greater than 0.5. The reliability of the scales
was assessed by investigating Cronbach’s alpha criterion CR, Jöreskog’s ρ (ρC), and Dijkstra–Henseler’s ρ
(ρA). Table 2 represents that all the values for the constructs are greater than the cut-off level of 0.7;
therefore, the reliabilities of the constructs are confirmed [90].

Insert Table 3here

According to Fornell and Larcker and HTMT ratio criteria, the square root of AVE should be greater than
the constructs’ correlations. The HTMT values should be lesser than 0.9 [95]. As illustrated in Tables 4
and 5, the obtained values met the conditions and validated the discrimination validity for both A and B
studies.

Insert Tables 4 & 5here

4.2. Results of Hypothesized Relationships

In study A, the first hypothesis proposed that PUM positively impacts AGM. As reported in Table 6, the
direct effect of PUM on AGM (β = 0.07, 0.69) was not significant; therefore, H1 was not supported.
Hypothesis 2 is significantly supported; thus, PUM positively impacts MLD (β = 0.43, 5.74). Likewise,
Hypothesis 3 supported that AGM positively impacted GCA (β = 0.52, 7.19). Hypothesis 4 assessed the
path through which MLD positively influenced ERUB and obtained a path coefficient value (β = 0.28,
2.98). Hence, hypothesis 4 received support. The path coefficient values for Hypotheses 5, 6, 7, and 8,
which proposed that GCA has positive direct effects on socio-cultural, institutional, environmental, and
economic aspects of sustainable diving tourism, were (β = 0.18, 2.18), (β = 0.37, 4.69), (β = 0.20, 3.06), and
(β = 0.18, 2.45), respectively. Thus, hypotheses 5, 6, 7, and 8 were supported. The path coefficient values
for Hypotheses 9, 10, 11, and 12, which proposed that ERUB has positive direct effects on the socio-
cultural, institutional, environmental, and economic aspects of sustainable diving tourism, were (β = 0.30,
2.84), (β = 0.27, 2.39), (β = 0.53, 5.89), and (β = 0.52, 5.35), respectively. Therefore, hypotheses 9, 10, 11,
and 12 were supported. Furthermore, Cohen’s effect size (f2) further supports the direct effects in study
A’s model. As reported in Table 5, based on f2 results, ERUB exerts a strong effect on the environmental
and economic dimensions of the sustainable diving construct.

Insert Table 6here

In study B, the first hypothesis proposed that PUM positively impacts AGM. As reported in Table 6, the
direct effect of PUM on AGM (β = 0.28, 4.57) was significant; therefore, H1 was supported. Hypotheses 2
and 3 proposed that PUM directly influences MLD (β = 0.56, 11.00) and AGM directly affects GCA (β =
0.60, 11.44), respectively. Therefore, Hypotheses 2 and 3 received empirically supported. Thus, hypothesis
4 received statistical support, reflecting MLD’s positive influence on ERUB. Hypothesizes 5, 6, 7, and 8,
which proposed GCA exerts positive direct impacts on sustainable diving tourism’s dimensions of socio-
cultural, institutional, environmental, and economic yielded path coefficient values of (β = 0.34, 5.53), (β =
0.41, 7.32), (β = 0.29, 4.73), and (β = 0.20, 3.52), respectively. Thus, hypotheses 5, 6, 7, and 8 were
supported. Likewise, hypothesizes 9, 10, 11, and 12 postulated that ERUB exerts positive direct effects on
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sustainable diving tourism’s dimensions of socio-cultural, institutional, environmental, and economic
yielded path coefficient values of (β = 0.45, 7.23), (β = 0.35, 5.43), (β = 0.43, 6.68), and (β = 0.50, 6.92),
respectively. Therefore, hypotheses 9, 10, 11, and 12 were supported. Furthermore, Cohen’s effect size (f2)
further supports the direct effects in the model of study A. as reported in Table 6, based on f2 results,
PUM on MLD and AGM on GCA have the strongest effects.

Insert Figs. 2 & 3here

5 Discussion And Conclusion

The perceived usefulness of mobile apps is becoming an innovative trend for promoting environmental
practices due to the widespread adoption of technology in leisure and recreation activities. The concern
for protecting the environment has grown among various stakeholders in leisure and recreation
organizations [96]. This study developed and investigated a research model for sustainable diving
tourism in the Cypriot and Turkish leisure and recreation industries.

The utilitarian features of mobile apps should be highlighted to facilitate the divers’ learning. For
instance, recreational scuba diving instructors should determine if students regularly utilize the functions
in educational practice, verify which subjects they study the most, and guide students in developing
environmental awareness. In this way, it will increase the efficiency of planning in the dive center and
dives. The approval of perceived usefulness maintains satisfaction and intense use of mApps [24]. This
study responded to improving awareness through mobile application development specific to recreational
water users by investigating the effect of mobile applications on the sustainable development of marine
protected areas. The hypotheses were developed and tested to analyze the associations mentioned
above. The findings are presented and analyzed in the following hypotheses.

In Hypothesis 1, it was presumed that the perceived usefulness of mobile apps and awareness of green
marketing activities in Cypriot and Turkish diving centers would have a positive association. The results
provide sufficient evidence to prove hypothesis H1 in Turkey, whereas hypothesis H1 was not empirically
supported in Cyprus. According to the comparison results of this study in two different contexts, it is
concluded that the perceived usefulness of mobile apps alone cannot enhance awareness of green
marketing activities in the Cyprus diving center, which contrasts with the previous study by Huang et al.
[97], wherein more advanced leisure and recreation sector of Turkey exposed a positive association
between perceived usefulness of mobile apps and awareness of green marketing activates which is in
line with former studies of Huang & Ren [98] and Kasilingam [99].

In Hypothesis 2, research results verified a link between the perceived usefulness of mobile apps and m-
learning for divers in both contexts. The research outcomes also supported the positive association
between the perceived usefulness of mobile apps and m-learning in Cypriot and Turkish leisure and
recreation settings. According to previous studies, mobile apps’ perceived usefulness significantly
impacts m-learning for divers at diving center levels [100, 101]. Furthermore, we believe that the positively

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perceived usefulness of mobile apps improves m-learning because users naturally distort information
based on their preferences.

In Hypothesis 3, it was claimed that awareness of green marketing positively impacts the green
competitive advantage of diving centers in the scuba diving industry. Findings validated the preassumed
association since a remarkable positive effect of awareness of green marketing on the green competitive
advantage of diving centers was discovered in both different contexts. Therefore, Hypothesis H3, based
on findings, received empirical support in Cyprus and Turkey contexts. Previous studies investigated the
positive effect of green awareness on green competitive advantage [102, 103]. Moreover, green
awareness motivates divers to identify opportunities for competitive advantage through diving centers’
internal and external green initiative activities.

In Hypothesis 4, it was claimed that m-learning for divers positively impacts environmentally responsible
underwater behaviors of divers. Findings proved the predicted association since a noticeable effect of m-
learning on environmentally responsible underwater behaviors among divers in Cyprus and Turkey was
found. To the best of the authors’ knowledge, the effect of m-learning on environmentally responsible
underwater behaviors has been rarely studied before in leisure and recreation management literature [104,
105, 106]. The study’s results supported the use of technology in the form of m-learning as an effective
way to get people to change their behavior and become more aware of the need to protect Mediterranean
coast resources [104].

Hypotheses H5, H6, H7, and H8, proposed that green competitive advantages of diving centers positively
impact the sustainable diving tourism dimensions (socio-cultural, institutional, environmental, and
economic). As affirmed by the results, Hypotheses H5, H6, H7, and H8 in both contexts are accepted. As
Ye et al. [107] argued, the orientation of the marine industry, particularly emerging marine destinations,
influences government revenue and sustainable diving tourism development. We mean, the green
competitive advantages achieved through implementing pro-environmental activities are the antecedents
to fostering the sustainable development of diving tourism. For instance, Irani et al. [108] demonstrated
that green practices enhanced the environmental performance of green hotels in Turkey. Additionally,
based on the findings, the green competitive advantages of diving centers to enact the possible
competencies of diving centers in both Cypriot and Turkish leisure and recreation sectors to be developed
sustainability.

In Hypotheses H9, H10, H11, and H12, research results confirmed that divers’ environmentally responsible
underwater behavior positively affects the social, cultural, institutional, environmental, and economic
dimensions of sustainable diving tourism in Cyprus and Turkey. As Lucrezi et al. [17] pointed out,
addressing specific behaviors to reduce ecological damage to underwater habitats is essential. The
results of this study are a significant response to the call for marine conservation by investing in
environmentally responsible underwater behavior on sustainable diving tourism in two different contexts.

5.1. Theoretical Implications

Page 13/27
This study underlines an essential contribution to the leisure and recreation management literature
regarding the implications of adopting mobile technologies and promoting environmentally responsible
underwater behavior. The findings of this study contribute to the extension of the TAM theory to
comprehend the impact of the perceived usefulness of mobile applications on recreational scuba diving
tourism via knowledge of green market activities, green competitive advantage, M-learning, and
environmentally friendly responsible underwater behavior. Contrary to study B’s findings, study A’s results
in the context of Cyprus indicate that the perceived usefulness of mobile apps has no positive effect on
the awareness of green marketing activities. The contradiction of studies A & B implies that the perceived
usefulness of mobile apps has different effects based on the awareness level of green marketing
activities in different contexts. Secondly, both studies’ findings proved that mobile app perceived
usefulness positively influences m-learning, which aligns with previous studies [45, 101]. This result
explains how perceptions foster the divers’ traits. Thirdly, in studies A & B, awareness of green market
activities positively affected the diving center’s green competitive advantages, which previous studies
confirm [109, 110].

Furthermore, this study’s findings explore how competitive advantages can be obtained by forming green
attitudes through enhancing green awareness among the leisure and recreation sectors. Fourthly, both
studies’ environmentally responsible underwater behavior was positively influenced by M-learning,
confirmed by former studies [111]. Finally, despite the perceived usefulness of mobile apps, it does not
ensure sustainable tourism enhancement in diving tourism.

5.2. Practical Implications

Through m-learning, individuals can learn about environmental issues and become more aware and
conscientious about making diving tourism more sustainable. Besides environmentally friendly
recreational diving courses and training, travel, tourism, and government agencies can disseminate
recyclable printed and online resources. Thus, laws and regulations can be arranged and prepared
teaching materials to support leisure activities and sustainable diving tourism in Cyprus and Turkey.
According to the findings, the economic dimension of sustainability is the most effective predictor, and all
four dimensions of sustainability are significant. These findings corroborate the prior study [87].
Environmentally responsible underwater behavior and a green competitive advantage are critical for
developing sustainable diving tourism and leisure activities. The results indicate that policymakers and
decision-makers must consider all four dimensions of sustainability to operationalize, assess, and
monitor sustainable development. Leisure facilities and services must be developed in collaboration with
recreational scuba diving centers and diving organizations. Policymakers can promote recreational diving
activities with cultural values and local traditions. The diversity in tourism leads to more attractiveness
and leisure activities. The most crucial objective of scuba diving centers and organizations is to raise
awareness and information about the destinations’ resources to sustain recreational diving and leisure
activities.
5.3. Limitations and Future Research Recommendations
Page 14/27
The following limitations are apparent within the scope of the current study. First, we explored the
perceived usefulness of mobile apps on sustainable diving tourism in one sector and two contexts, which
do not represent all Mediterranean areas. Future research may search a variety of Mediterranean
countries to assess whether the findings can be applied to other geographic areas. Second, data were
gathered from scuba divers, experts of diving centers, and diving school owners during the pandemic.
The travel restrictions and locked downs were the main reasons for conducting online surveys. Thus,
further studies may collect data during the peak season when visitation is at its peak and from different
policymakers in the leisure and recreation sector. Finally, this study examined four factors of sustainable
diving tourism. Future research may examine additional factors, such as the political dimension,
technical skills, or personal attributes in promoting environmentally responsible behavior in recreational
activities.

Declarations
Author contributions

The following is a breakdown of the tasks performed by the authors of the manuscript, as well as their
agreement to the published version:

Conceptualization was carried out by HBD and A.O. Methodology was developed by HBD, A.O., and F.I. F.I.
performed the data analysis. The validation of the study was conducted by HBD, A.O., and F.I. HBD, A.O.,
and F.I. were responsible for the writing and editing of the manuscript. A.O. supervised the article.
Additionally, all authors read and approved the final manuscript.

Acknowledgments

This research did not receive any specific grant from funding agencies in the public, commercial,

or not-for-profit sectors.

Disclosure statement

No potential conflict of interest was reported by the authors.

Ethics Statement

This research was approved by the Board of Scientific Research and Publication Ethics of the Eastern
Mediterranean University (Reference No: ETK00-2022-140)

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Tables
Tables 1 to 5 are available in the Supplementary Files section.

Table 6. Effect overview of samples A & B

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 Effect (sample A) Beta t-value Cohen’s f2 p-value Remark

PUM -> AGM 0.0722 0.6908 0.0052 0.4897 Not Supported

PUM -> MLD 0.4293 5.7384 0.2260 0.0000 Supported

AGM -> GCA 0.5209 7.1949 0.3723 0.0000 Supported

GCA -> SC 0.1851 2.1886 0.0383 0.0286 Supported

GCA -> INST 0.3705 4.6953 0.1759 0.0000 Supported

GCA -> ENV 0.2015 3.0602 0.0615 0.0022 Supported

GCA -> EC 0.1847 2.4571 0.0500 0.0140 Supported

MLD -> ERUB 0.2849 2.9887 0.0883 0.0028 Supported

ERUB -> SC 0.3058 2.8432 0.1044 0.0045 Supported

ERUB -> INST 0.2783 2.3945 0.0993 0.0167 Supported

ERUB -> ENV 0.5338 5.8881 0.4313 0.0000 Supported

ERUB -> EC 0.5255 5.3502 0.4049 0.0000 Supported

Effect (sample B) Beta t-value Cohen’s f2 p-value Remark

PUM -> AGM 0.2808 4.5737 0.0856 0.0000 Supported

PUM -> MLD 0.5634 11.0076 0.4651 0.0000 Supported

AGM -> GCA 0.6038 11.4389 0.5737 0.0000 Supported

GCA -> SC 0.3417 5.5338 0.1821 0.0000 Supported

GCA -> INST 0.4143 7.3248 0.2554 0.0000 Supported

GCA -> ENV 0.2985 4.7376 0.1281 0.0000 Supported

GCA -> EC 0.2042 3.5226 0.0597 0.0004 Supported

MLD -> ERUB 0.3934 5.9856 0.1832 0.0000 Supported

ERUB -> SC 0.4524 7.2386 0.3191 0.0000 Supported

ERUB -> INST 0.3533 5.4372 0.1858 0.0000 Supported

ERUB -> ENV 0.4385 6.6863 0.2764 0.0000 Supported

ERUB -> EC 0.5004 6.9258 0.3584 0.0000 Supported

Note. P ≤ 0.05, Bootstrapped resample size 9.999, PUM=perceived usefulness of mobile apps,
AGM=awareness of green marketing, GCA=green competitive advantage, MLD=mobile learning,
ERUB=environmentally responsible underwater behavior, SC=socio-cultural dimension of sustainable

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diving tourism, INST=institutional dimension of sustainable diving tourism, ENV=environmental
dimension of sustainable diving tourism, and EC=economic dimension of sustainable diving tourism.

Source: Authors’ elaboration.

Figures

Figure 1

Research model

Figure 2

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Measurement model of sample A

Figure 3

Measurement model of sample B

Supplementary Files
This is a list of supplementary files associated with this preprint. Click to download.

Table1.docx
Table2.docx
Table3.docx
Table4.docx
Table5.docx

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