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Research examining cruise passengers’ behaviors is not abundant. The present research attempted to assess the complexity of the relationships among travel motivations, affective experiences, and loyalty intentions in the emerging cruise industry. We also tested the mediating impact of affective experiences in determining loyalty intentions and the moderating effect of perceived risk in loyalty formation. Based on Baron and Kenny’s (1986) process, we utilized a series of multiple regression analyses. Our findings indicated that the employed measures included an acceptable level of reliability and validity. In addition, results showed that affective experiences in general significantly mediated the impact of cruise-travel motivations on passengers’ loyalty intentions. Furthermore, perceived risk was identified to be a significant moderator in the relationship between motivation factors and affective experiences. In sum, this study is one of the few studies that empirically demonstrates cruise passenger loyalty formation by considering the impact of both mediator and moderator within a single theoretical framework. Our findings would be useful for tourism researchers and cruise operators.

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