Abstract
This study experimentally examined the effects of expertness, source of accident, and compensation on the ratings of a cruise line's brand image and potential cruisers' intentions to purchase. Participants (n = 213) were randomly assigned to one of eight experimental conditions presented as written testimonies from cruise passengers recalling a severe crisis they experienced while at sea. The main effect for recovery was significant (p < 0.05) in terms of both brand image and purchase intentions. There was also a significant interaction between the storytellers' expertise and blame attribution (p < 0.05) in terms of both purchase intentions and brand image. Results offer both theoretical and practical insights in terms of advertising strategies and crisis management for cruise lines.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 197-205 |
| Number of pages | 9 |
| Journal | Tourism in Marine Environments |
| Volume | 11 |
| Issue number | 2-3 |
| DOIs | |
| State | Published - 2016 |
| Externally published | Yes |
Keywords
- Accidents
- Brand image
- Crises
- Cruise
- Cruise lines
- Purchase intentions
- Recovery
ASJC Scopus subject areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management