Scuba studies primarily focused on physiological aspects of the sport. A few studies about consumer dive behavior have surfaced in the tourism and leisure literature since the 1980s. The recreational scuba market is not homogeneous. Hence the purpose of this study was to gain an understanding of scuba diver characteristics and to conduct an exploratory examination of scuba specific values and involvement. The study sought to identify differences between local scuba divers and visitors, and classify subgroups of divers based on scuba specific values. Data ( =377) was collected in the Florida Keys. Results showed that visitors had less years of certification experience but spent more on scuba, compared to local resident divers. Cluster analysis identified four groups of scuba divers - ‘fun-seeking belongers’, ‘actualizers’, ‘inner- circles’ and ‘moderates’. Group characteristics and scuba specific values were presented. Results may be useful to scuba stakeholders such as marketers and tourism administrators.