 Examining strategies for maximizing and utilizing brand prestige in the luxury cruise industryJinsoo Hwang and Heesup Han Tourism Management, 2014, vol. 40, issue C, 244-259 Abstract: The purpose of this research was to examine the antecedents and consequences of brand prestige in the luxury cruise industry in order to provide luxury cruise managers with practical strategies for maximizing and utilizing brand prestige. Based on the existing theoretical background, it was hypothesized that eight types of cruise experience factors influence the formation of brand prestige: food quality, service quality, staff/crew attractiveness, entertainment, ship facilities, ports of call, programs/places for children, and cabin quality. In addition, it was proposed that brand prestige can result in three managerial outcomes: well-being perception, customer brand identification, and brand loyalty. A conceptual model was developed and tested using the empirical data collected from 330 U.S. luxury cruise passengers. The results showed that all of the proposed hypotheses were statistically supported. The key theoretical/managerial implications that were derived from the analysis are presented and discussed in the last part of the article. Keywords: Luxury cruise; Brand prestige; Well-being perception; Brand identification; Brand consciousness (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:40:y:2014:i:c:p:244-259 DOI: 10.1016/j.tourman.2013.06.007 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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