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 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
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
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.