Qualities of effective cruise marketing strategy

Purpose: The purpose of this paper is to investigate the qualities of delighted cruise travelling experience and proposed cruisers’ experience, service convenience and perceived overall value as the drivers of cruisers’ satisfaction and revisit intention. Thus, the attributes of an effective cruise-marketing strategy in formulating consumer’s recreational experiences are examined. Design/methodology/approach: A total of 287 questionnaires were collected and structural equation modelling technique was used to analyse data obtained from cruise travellers. Findings: The empirical results indicated that service convenience and cruisers’ experience significantly influence perceived overall cruisers’ satisfaction and revisit intention, whereas perceived overall cruise value influences perceived overall cruisers’ satisfaction but not cruisers’ revisit intention. Furthermore, empirical assessments support that service convenience is a higher-order model (reflective-reflective) consisting of decision convenience, access convenience, transaction convenience, benefit convenience and post-benefit convenience. Originality/value: This research is among ongoing attempts that have been carried out regarding the qualities of cruise satisfaction and revisits intention and uncovers recreational experiences to propose an effective cruise-marketing strategy.