Abstract

The travel industry has recognized the advantages offered by global cruise tourism, now a famous tourism product in Taiwan. This research looks at the cruise image as a recreational experience and compares the results of 906 questionnaires to investigate perceived value, satisfaction and post-purchase behavioral intention. Analyzing these factors, Structural Equation Modeling (SEM) is used for theory development. This research presents a concept and measurement using information from cruise tourists and proposes methodological and statistical procedures for measuring the relationships in order to help researchers for an overall picture. The results show that cruise image has a positive effect on tourists’ perceived value and satisfaction, and also has an indirect effective on post-purchase behavioral intention. Tourists’ perceived value influences their satisfaction positively. Plus, tourists’ perceived value and satisfaction play a significant role in post-purchase behavioral intention. Empirical findings contribute some important extensions to image relationships in cruise ship.

Key words: Cruise image, perceived value, satisfaction, post-purchase behavioral intention.