The moderating effect of personal and situational characteristics in behavioural factors affecting ports of call |
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Authors: | Silvia Sanz-Blas Daniela Buzova |
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Institution: | Department of Marketing, University of Valencia, Avda de los Naranjos s/n., 46022 Valencia, Spain |
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Abstract: | This research aims to study the moderating effects of cruise passengers’ gender, age, education, and prior experiences on a Mediterranean port of call destination image formation and the influence that image and passenger satisfaction has on future behavioural intentions. The partial least squares technique is applied to test the hypotheses developed with a sample of 492 cruise passengers. Our findings show that (1) gender, age, education, and experience have a moderating influence on the image of ports of call, on cruise passengers’ satisfaction, and on future behavioural intentions derived from cruise passengers’ satisfaction; (2) prior experience has a moderating influence on the image formation of ports of call. |
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Keywords: | destination image satisfaction future behavioural intention cruise moderation Valencia |
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