The role of trust in cruise passenger behavioral intentions : The moderating effects of the cruise line brand

Purpose– The purpose of this paper is to develop and test a framework to investigate the relationship between perceived value, satisfaction, trust and behavioral intentions and the moderator effect of the cruise line on cruise passengers’ perceptions.Design/methodology/approach– A structural model was developed. In order to verify the hypotheses, a total of 729 cruise passengers were sampled. The study of the data used structural equation models by means of a multi-group analysis.Findings– The results of this study suggest significant paths to increase behavioral intentions: perceived service quality? satisfaction? trust?. In addition, it has been proved that the cruise line moderates the r…