Abstract
Purpose – The aim of this study is to examine cruise destination branding as a new resource for a
region to promote an area as a differentiated cruise destination. The authors specifically study how the
perceived brand awareness of a destination moderates the relation between cruisers’ motivation and
destination satisfaction and word-of-mouth (WoM).
Design/methodology/approach – A statistical model was adapted from relevant literature and
applied in the context of cruise destination branding. The model was tested by measuring Cronbach’s
alpha coefficients and the fit of the model through confirmative factor analysis. Hierarchical regression
analysis and moderated regression analysis were also conducted. The sample consisted of British
cruisers (n 182) visiting the city of Pori in Finland.
Findings – The findings suggest that factors that impel people to take cruises (social recognition,
self-esteem, discovery, socialization, convenience and value) have a significant impact on satisfaction
with the destination, whereas brand awareness is recognized as a moderator in the relation between
social recognition and destination satisfaction and WoM. Research findings provide a framework to
discuss and analyze the cruise tourism business in a holistic way. Whereas the earlier studies have
focused on onboard experiences, in this study, the focus of attention is on the onshore experiences of
the cruisers.
Research limitations/implications – The study is focused on one Baltic Sea cruise destination, the
British Cruise Company and a limited segment of senior British passengers.
Practical implications – By measuring cruisers’ internal travel motives and their perceptions of the
brand awareness of the port-of-call during the cruise, or the destination, the results offer destination
marketing organizations valuable information to develop their offerings to meet the needs of future
travelers and visitors.
Originality/value – The study contributes to the cruise destination literature by linking the perceived
brand awareness of a destination to motivational factors of the tourist and further to destination
satisfaction and WoM behavior specifically in the context of onshore experiences.
Keywords Branding, Satisfaction, Brand awareness, Cruise destination, Cruise travel motivations,
WoM behavior
Paper type Research paper