Impact of daily cruise company's digital presence on customer booking intention: The mediating role of ad liking, brand trust and brand attitude

Abstract

The aim of this dissertation was to examine how customers react to the online signals they receive from the daily cruise companies. More specifically, in a sector where there seems to be a discrepancy in the literature, we aimed to examine whether e-WOM quantity, website quality – as trust indicators– impact directly or indirectly, through the variables of brand trust and brand attitude, the booking intention of consumers. Additionally, web advertisement visual design and the mediating variables of ad liking and brand attitude were also used as factors of predicting consumer’s booking intention. For the purpose of the study, apart from the literature review, a questionnaire was used with 250 participants, examining their reactions when interacting with the above-mention stimuli of such company, who may had or not a previous experience with, so that we could examine the issue from the point of view of all the prospective service consumers. The present research contributes to studies already examined in the tourism industry, while few if any have examined the sector of marine tourism and more specifically, the boat rental companies. Concluding that boat rental company’s digital presence components form directly or indirectly consumer’s booking intention, some suggestions are made on how to correctly handle these means, as well as some suggestions for further research.