Cruise passengersʹ experiences in a Mediterranean port of call. The case study of Valencia

Most cruise tourism studies have been restricted to one geographical region, the Caribbean, to a single cruise line, and to onboard experiences. Despite their relevance there has been little research on the Mediterranean region, on specific ports of call and on off-board experience. Furthermore, in the cruise context, there have been no studies on the role of culture in consumer behavior. Hoping to help fill this void, this research analyzed the influence of cruise passengersʹ image of a Mediterranean port of call on visit satisfaction and future behavioral intentions, and the moderating role of culture in causal relationships among these constructs. Data were collected in the port of Valencia, one of the main international tourist destinations in Europe, between April and July 2013. The proposed model was assessed by Partial Least Squares technique. Furthermore, individuals with low uncertainty avoidance and a high individualism, composed of British and American cruise passengers, and individuals with high uncertainty avoidance and less individualism, made up of German and Italian cruise passengers, were compared. The results showed that image has a direct influence on satisfaction and satisfaction has a direct effect on future behavioral intention. In addition, influence on future behavioral intention derived from cruise passenger satisfaction differs between the Germans/Italians and the British/Americans. Theoretical and managerial implications and opportunities for future research are discussed.