Abstract
Although recent studies have focused on the role of well-being in tourism, there is limited knowledge about its specific contribution for marketing practitioners. This study focuses on how cruise companies can develop a solid relationship with their passengers by examining four dimensions of experiential value and their impact on well-being and passengers' value co-creation behavior. Experiential value consists of four dimensions: playfulness, aesthetics, consumer return on investment, and service excellence. A structural equation model delineating relationships among experiential value, well-being, and value co-creation was developed and tested with 292 luxury cruise passengers. Well-being was found to play a significant role in linking the theoretical concepts of experiential value and value co-creation, with brand prestige playing a moderating role.
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