Abstract
Little is known about cruise passengers’ post-purchase behaviours and what makes them repurchase eco-friendly cruise trips. This research is an empirical attempt to explore the role of cruise line quality, image, physical environment excellence, satisfaction, and awareness of consequences in determining passenger repurchase intentions in the green cruise line sector. A quantitative method that comprised a structural equation model and an invariance test was used. Our findings revealed that quality, image, and physical environment excellence acted as significant drivers of satisfaction and intention, and cruise line quality had the greatest influence on intention. In addition, satisfaction, which was the most proximal determinant of intention, had a mediating effect. The physical environment excellence and intention relationship was moderated by awareness of consequences. The proposed conceptual framework in general had a sufficient level of prediction power for passenger repurchase intention. Findings of this study can be efficiently used for passenger retention among green cruise line practitioners.
Highlights
For the last few decades, hospitality and tourism businesses around the globe have faced issues related to environmental deterioration [1,2,3]
To measure cruise line image, two items were adopted from Lee et al [1], which include “the overall image I have about this green cruise line is favorable”
The result of the composite reliability assessment showed that the values were all above the cut-off of 0.700, which demonstrated the internal consistency of the within-construct measurement items [47]
Summary
For the last few decades, hospitality and tourism businesses around the globe have faced issues related to environmental deterioration [1,2,3]. A green cruise line indicates an environmentally responsible cruise company that is active in adopting diverse eco-friendly technology and green management, as well as making positive contributions to the protection of the natural world, while minimizing hazardous environmental impacts [5]. In the competitive cruise tourism market, the green cruise line engages in green business and is eager to use environmentally responsible management as strategies for the retention of passengers who are becoming increasingly eco-conscious [5]. Recognizing the diverse benefits of repeat business and fierce competition, cruise line practitioners are eager to retain their patrons by developing and seeking diverse and useful environmentally responsible tactics for their business success [3,4,5]
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