Addicted to cruises? Key drivers of cruise ship loyalty behavior through an e-WOM approach

ABSTRACT

PurposeThis paper aims to identify the drivers that explain loyalty behavior in cruise tourism with the aim of achieving a better understanding of repeat cruisers’ intentions to sail on the same ship or on another ship belonging to the same cruise line or cruise corporation.Design/methodology/approachBased on over 150,000 online reviews about their satisfaction and experience posted by cruisers using so-called electronic Word of Mouth (e-WOM), the authors apply both a graphic and an econometric technique through input-output circular plots and discrete choice models.FindingsThe main results show that cruisers’ behavior is influenced by multiple onboard attributes, such as the service crew, entertainment options, type of cabin, some characteristics of the ship (age, capacity) and the cruise line (Premium-Luxury versus mainstream), and, specifically, the quality and variety of the gastronomic experience.Practical implicationsThe results highlight that repeats cruisers are predominantly linked to a cruise company or a cruise corporation rather than a particular ship. This result provides information on the moderators that can influence the customers’ repetition behavior, which might be useful for planning revenue management and extending knowledge on hospitality loyalty in general and in the cruise industry in particular, specifically under the current uncertainty due to the COVID-19 pandemic.Originality/valueThe previous literature has essentially examined revisit intentions in the cruise market from a qualitative approach and the authors have found no study to date that has simultaneously addressed this issue in three dimensions, namely, ship, cruise line and cruise corporation. The research fills this gap by determining the reasons why passengers would repeat a cruise either on the same ship, with the same cruise line or the same cruise corporation based on previous experience.