Abstract
Given the lack of empirical research explicating luxury cruise travelers’ post-purchase behavior, the present study attempted to test the relationship between cruise travel motivations and satisfaction, and to identify the impact of such association on traveler loyalty by considering the moderating effect of traveler involvement. Measurement instruments for study variables were identified to include a sufficient level of validity and reliability. Results of the structural model assessment generally supported the hypothesized associations. Our theoretical model had a satisfactory level of prediction power for loyalty. Each research variable played a crucial role either as a predictor or mediator. Traveler satisfaction was of utmost importance in building loyalty. Findings from the structural invariance assessment supported the moderating impact of traveler involvement on satisfaction and loyalty. This relationship was stronger when luxury cruise travelers’ involvement level was high. Implications for cruise practitioners and researchers are discussed.
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