Cruise Passengers’ Perceived Value and Willingness to Recommend


  • David Mc.Arthur Baker Tennessee State University
  • Mark Fulford University of Central Missouri


Cruise, value, satisfaction, willingness to recommend


This paper evaluates cruise passengers perceived value, satisfaction and willingness to recommend a cruise to someone. Passengers aboard an underway ship cruising the Caribbean were surveyed. Regression analyses revealed that, not surprisingly, perceived value and service quality aboard the ship are key determinants of willingness to recommend a cruise to someone else.  More interestingly, however, the quality of the food aboard the ship and the degree to which cruisers found the destinations to be relaxing were also significant indicators. Implications for future research and practical recommendations to cruise operators are discussed

Author Biographies

  • David Mc.Arthur Baker, Tennessee State University

    Department of Business Administration

    Associate Professor of Hospitality Management

  • Mark Fulford, University of Central Missouri

    Department of Management







Tourism/Hospitality: Research Papers

How to Cite

Baker, D. M., & Fulford, M. (2016). Cruise Passengers’ Perceived Value and Willingness to Recommend. Tourism & Management Studies, 12(1), 74-85.

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