This chapter explores the question of how the dive tourism entrepreneurial process in the Perhentian islands transforms (or not) as the destination moves to a strategically competitive one. It takes a holistic approach by considering the personal (characteristics, traits and socio-economic factors), environmental (business opportunities, resources and threats) and sociological factors (cultural norms, social networks, family) to understand how they interact with each other, with each stage of the process, and what the practical implications are.

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