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Perceived Firm Innovativeness in Cruise Travelers' Experience and Perceived Luxury Value: The Moderating Effect of Advertising Effectiveness

Title
Perceived Firm Innovativeness in Cruise Travelers' Experience and Perceived Luxury Value: The Moderating Effect of Advertising Effectiveness
Author
현성협
Keywords
cruise travelers; advertising effectiveness; travel experience; perceived luxury value; perceived firm innovativeness
Issue Date
2016-03
Publisher
ROUTLEDGE JOURNALS
Citation
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, v. 21, Page. 101-128
Abstract
This study examines the role of perceived firm innovativeness in forming cruise travelers' experience and perceived luxury value. Based on a literature review, perceived firm innovativeness was expected to have positive effects on cruise travelers' experience related to education, entertainment, esthetics, and escapism. In addition, cruise travelers' experience was hypothesized to influence perceived luxury value. Furthermore, this study proposed the possible moderating role of advertising effectiveness (AE) in the relationship between cruise travelers' experiences and perceived firm innovativeness. The proposed hypotheses were tested using data from 315 luxury cruise travelers in the USA. According to the results, perceived firm innovativeness was an important factor influencing the formation of cruise travelers' experience, and this experience had a significant effect on perceived luxury value. Finally, AE had a moderating effect on the relationship between cruise travelers' experience and perceived firm innovativeness. The results have important theoretical and managerial implications.
URI
http://www.tandfonline.com/doi/full/10.1080/10941665.2015.1016051http://hdl.handle.net/20.500.11754/35397
ISSN
1094-1665; 1741-6507
DOI
10.1080/10941665.2015.1016051
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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