Collaboration, Intentions, and Local Value Creation from Cruise Arrivals

Abstract

The cruise experience is cocreated between local cruise suppliers (e.g., tourism attractions, ports, and transportation companies) and global cruise liners. Therefore, cruise suppliers' intention to continue delivering services to cruise lines is a key prerequisite for local value creation from cruise arrivals. Given the involvement of multiple stakeholders in the collective creation of value, we elaborate on the relationship between collaboration (both at the port of call and between channel members) and local firms' intentions regarding continued cruise supply. We conducted a survey to learn more about Norwegian cruise suppliers and how collaboration influences their intentions for value creation. Our data demonstrates that a high level of channel cooperation and high cooperativeness at the destination are positively associated with the firms' intentions for cruise supply continuation. Based on our findings, we suggest that a high degree of collaboration, which stimulates the suppliers' intentions to provide services, positively influences local value creation from cruise arrivals.