One activity with potential to provide a direct incentive for reef conservation is scuba diving. In the absence of effective management, diving can also have negative impacts. This study shows how an understanding of diver specialization can be used to help manage diving and increase its effectiveness as an incentive-driven conservation activity. Surveys were used to assess motivations, satisfactions and dive history of divers in Phuket (Thailand) and categorize divers by degree of specialization. Highly specialized divers were more likely to be on a live-aboard trip than less specialized divers and placed greater importance on the characteristics of the dive itself rather than the trip. Less specialized divers put more emphasis on non-dive characteristics. Satisfaction levels differed significantly among specialization groups in terms of overall satisfaction with the dive experience, satisfactions compared with motivations and satisfactions with specific trip characteristics. Overall there was a decline in satisfaction levels with increasing specialization. These finding are compared to a wildlife tourism model that links impacts with client characteristics and suggests a displacement of specialists by generalists and changes in the limits of acceptable change (LAC) over time. The dive data supported this progression leading to increased industry competition and reduced opportunities to sustain a broad-based dive industry that will act as an incentive-driven mechanism for reef conservation. Specific actions related to reef access and zoning according to a diver opportunity spectrum (DOS), establishing LAC and monitoring programmes, enforcing safety and environmental regulations are suggested to promote a more sustainable approach to dive management. Social science insights can be used to aid reef management strategies and increase the potential for diving to contribute towards reef conservation.