크루즈관광 동기요인이 재구매의도에 미치는 영향: VAB모델을 적용하여

The objectives of this research were to investigate the relationships among travel motivations, perceived values (hedonic and utilitarian), attitude, and repurchase intention in the cruise industry by employing the Value-Attitude-Behavior (VAB) framework. In addition, the mediating role of perceived value and attitude was examined. An online survey was conducted and a total of 300 responses were utilized for data analysis. The results of the confirmatory factor analysis revealed that measures for study constructs included a satisfactory level of composite reliability and construct validity. A series of multiple regression analyses were used to test the proposed mediating impact, following Baron and Kenny's (1986) suggested steps. Overall, our findings indicated that the proposed intricate associations among study variables were generally supported. In addition, two dimensions of perceived values, namely hedonic and utilitarian values, and attitude in general had a significant mediating impact. Our results also revealed that each dimension of the four travel-motivation factors independently played a significant role in the proposed theoretical framework. Despite some limitations, our findings can be theoretically and practically meaningful, providing opportunities for the development of efficient passenger retention strategies in a competitive cruise market.