Assessing the Satisfaction of Young Chinese Cruise Tourists Using the “Quad + SICAS” Touchpoints Model

Understanding the various touchpoints of interaction throughout the journey of young tourists on cruises, in light of their evolving travel behavior, is crucial for improving travel planning. However, previous studies have often overemphasized specific service touchpoints, overlooking their connections within the broader journey context. To improve satisfaction measurement, this study introduces a new evaluation system, the “Quad + SICAS” touchpoints model, which incorporates: (1) phases: travel planning and decision-making; (2) channels: social media or traditional channels; and (3) touchpoint controllers: the firm or the tourist side. An in-depth evaluation of the cruise journey experience, involving 25 identified touchpoints with 301 young tourists, was conducted. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) revealed a strong fit for an evaluation index system composed of 23 touchpoints. Structural Equation Modeling (SEM) further demonstrated the significant impact of four types of touchpoints, including social media, traditional channels controlled by either the firm or the tourist, on overall satisfaction. Using this diverse evaluation framework, tailored recommendations for enhancing satisfaction among young cruise tourists can be developed, taking into account the varying nature of touchpoints across different cruise lines. These findings suggest that the “Quad + SICAS” touchpoints model can be effectively applied in marketing strategies within cruise tourism.