The purpose of this study was to gain an understanding of the structure andantecedents of cruise passengers' loyalty. Specifically, the study examined thedimensionality of the loyalty construct. Moreover, the study investigated the utility ofapplying the Investment Model (Rusbult 1980, 1983) to reveal the psychologicalprocesses underlying loyalty formation. The study also attempted to, guided by theInvestment Model, integrate the seemingly segregated findings of loyalty antecedentsfrom marketing and leisure/tourism literature.Based on the Investment Model and other marketing and leisure/tourism studieson loyalty, a conceptual framework was established for this study. An online panelsurvey was conducted to examine this model. Subjects (N = 554) were online panelistswho were repeat cruisers and who have cruised at least once in the past 12 months.In this study, loyalty was conceptualized as a four-dimensional construct:cognitive loyalty, affective loyalty, conative loyalty, and behavioral loyalty. Further, thefirst three components were postulated as three subdimensions of a higher orderconstruct, attitudinal loyalty. However, this conceptualization was not supported by the data. Alternatively, post-hoc analyses revealed that attitudinal loyalty was a first-orderone-dimensional construct, containing cognitve, affective, and conative components.Moreover, behavioral loyalty was positively and significantly influenced by attitudinalloyalty. In sum, this study supported the traditional two-dimensional conceptualizationof loyalty, which argues that loyalty has an attitudinal and a behavioral component.Following the Investment Model, this dissertation suggested that satisfaction,quality of alternatives, and investment size were three critical antecedents of consumers'attitudinal loyalty. These theoretical relationships were supported by the present study,and collectively, the three predictors accounted for over 74 percent of the variance inattitudinal loyalty. Finally, this dissertation hypothesized that quality and value, twoconstructs related to loyalty, served as antecedents of satisfaction, with quality alsoleading to value. Results of the study supported all these hypotheses, and satisfactionwas found to partially mediate the quality-attitudinal loyalty, and value-attitudinalloyalty relationships. Results of the present study provide important direction for thedevelopment of a holistic theoretical framework to explain the formation and structure ofcustomers' brand loyalty.