Cruise travel motivations and repeat cruising behaviour: Impact of relationship investment

Abstract

Passenger retention is undoubtedly one of the major challenges for cruise lines. Given that little is known about passengers’ post-purchase behaviour in the luxury cruise sector, this study addressed this omission by empirically verifying the imperative role of motivations, values, image, desire, and relationship investment in generating repeat cruising intentions. The proposed conceptual framework comprising these triggers was in general supported. In addition, its prediction ability for repurchase decision was sufficient. Specifically, our empirical findings demonstrated the adequacy of the higher order structure of cruise travel motivations that considerably increase hedonic and utilitarian values. Our results further identified the comparative importance of overall company image in determining intention. The mediating role of the study variables was also found. Lastly, the results of the metric-invariance model assessment revealed that relationship investment significantly moderated the value– image–desire linkages. Implications for tourism academics and cruise practitioners and future research directions are discussed.