Destination attributes, satisfaction, and the cruise visitor's intent to revisit and recommend

The cruise industry has seen its revenues more than double since the year 2000. Hence, it has become even more important for planners and managers to pinpoint those destination attributes that make a difference in satisfying cruise ship passengers. This is especially crucial since the extant literature established that visitors' overall satisfaction with the destination strongly influences intent to return or recommend the destination to others. The purpose of this paper is to explore how the satisfaction of cruise visitors regarding various destination attributes may relate to their satisfaction with the destination and how this may influence declared intent of repeat visits or intent to recommend the destination to those within their social and professional networks. This study is based on the data collected for the island of Oahu in 2013 in Honolulu, Hawaii. Our analysis makes use of the logistic regression, and our results indicate that distance deters passengers from repeat visits, whereas the influence of satisfaction with the destination is positive not only for revisits, but also for word-of-mouth recommendations. Satisfaction with attributes such as transportation, safety and prices strongly influences satisfaction with the destination, whereas satisfaction with other attributes such as on-shore activities or sightseeing tours were found not to be as influential. The results delineate the factors planners and managers should focus on in their efforts to increase visitor satisfaction with a destination and thereby increase the likelihood of repeat visits and positive word of mouth.