Cruise Traveler’s Experience

This study develops a measurement scale to assess cruise traveler experience. Based on the data collected from 341 respondents (Sample 1), exploratory factor analysis resulted in 15 items under four dimensions: Hedonics & escapism, social interaction, recognition & self-esteem, and activities and facilities. This factorial structure was then subjected to confirmatory factor analysis for validation using the second wave of data collected from 396 respondents (Sample 2). Furthermore, this study found significant roles of four dimensions on cruise satisfaction and post-consumption cruise behavior. Thus, this study makes significant contributions to consumer behavior by developing and validating the cruise traveler experience scale.