Cruise visitors’ intention to return as land tourists and recommend a visited destination. A structural equation model

This study analyses cruise visitors’ travel experience, their intention to return to a destination as land tourists and the probability to recommend. Consumer’s satisfaction is evaluated by taking into account the economic production factors, that is human and physical capital. “Satisfaction with prices” is also included to evaluate the monetary value of the overall purchasing experience. Safety in the harbour is considered as a further attribute. The empirical data were collected via a survey of cruise ship passengers that stopped in Cartagena de Indias (Colombia) during 2009. A structural equation model (SEM) is developed. The findings reveal that satisfaction is positively affected by human and physical capital, while overall satisfaction positively influences customers’ loyalty. Loyalty is also positively influenced by prices, whereas negatively by an unsafe perception. Finally, loyalty positively effects both the probability of return as land tourists and to recommend, though with a different magnitude.