Luxury Cruise Travelers: Other Customer Perceptions

Title
Luxury Cruise Travelers: Other Customer Perceptions
Authors
현성협
Keywords
brand attachment; face-consciousness; luxury cruise; other customer perceptions (OCP); social value
Issue Date
2015-01
Publisher
SAGE PUBLICATIONS INC
Citation
JOURNAL OF TRAVEL RESEARCH, v. 54, NO 1, Page. 107-121
Abstract
The purpose of this study was to understand the role of other customer perceptions (OCP) in the formation of luxury cruise travelers' social value, brand attachment, and willingness to pay a price premium. Based on a literature review, theoretical causal relationships between study variables were proposed. During the theory-building process, it was hypothesized that travelers' face-consciousness levels could play a moderating role in the relationship between OCP and social value. The proposed hypotheses were empirically tested using data collected from 342 U.S. travelers who had taken a luxury cruise. Based on the results of data analysis, it was found that all three dimensions of OCP are critical factors in the formation of social value. More importantly, it was revealed only face-conscious travelers feel social value when they identify with the other upper-class passengers on a luxury cruise. The managerial implications of these findings are discussed.
URI
http://hdl.handle.net/20.500.11754/21063http://journals.sagepub.com/doi/abs/10.1177/0047287513513165
ISSN
0047-2875
DOI
http://dx.doi.org/10.1177/0047287513513165
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM SCIENCE(관광학부) > Articles
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