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Purpose The aim of this study is to examine cruise destination branding as a new resource for a region to promote an area as a differentiated cruise destination. The authors specifically study how the perceived brand awareness of a destination moderates the relation between cruisers’ motivation and destination satisfaction and word-of-mouth (WoM). Design/methodology/approach A statistical model was adapted from relevant literature and applied in the context of cruise destination branding. The model was tested by measuring Cronbach’s alpha coefficients and the fit of the model through confirmative factor analysis. Hierarchical regression analysis and moderated regression analysis were also conducted. The sample consisted of British cruisers (n = 182) visiting the city of Pori in Finland. Findings The findings suggest that factors that impel people to take cruises (social recognition, self-esteem, discovery, socialization, convenience and value) have a significant impact on satisfaction with the destination, whereas brand awareness is recognized as a moderator in the relation between social recognition and destination satisfaction and WoM. Research findings provide a framework to discuss and analyze the cruise tourism business in a holistic way. Whereas the earlier studies have focused on onboard experiences, in this study, the focus of attention is on the onshore experiences of the cruisers. Research limitations/implications The study is focused on one Baltic Sea cruise destination, the British Cruise Company and a limited segment of senior British passengers. Practical implications By measuring cruisers’ internal travel motives and their perceptions of the brand awareness of the port-of-call during the cruise, or the destination, the results offer destination marketing organizations valuable information to develop their offerings to meet the needs of future travelers and visitors. Originality/value The study contributes to the cruise destination literature by linking the perceived brand awareness of a destination to motivational factors of the tourist and further to destination satisfaction and WoM behavior specifically in the context of onshore experiences.

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The rapid development of information communication technologies and the diverse value co-creation processes are affecting and enhancing the interactive processes between actors in dynamic networks and e-tourism. To understand the conceptual development of value co-creation and how technology creates new opportunities to facilitate and enhance experiences within a tourism system, this chapter provides an overview of the literature aiding the understanding of co-creation in a context of dynamic networks and e-tourism. Co-creative processes for value creation are increasingly adopted to create and enhance engaging and meaningful service experiences, and complex tourism networks operate dynamically to facilitate the actor interactions, dialogue, and learning.

This article focuses on the third mission of higher education institutions (HEIs) and their role in the ecosystem of creative and cultural industries (CCIs) consisting of the innovation framework (Quadruple Helix) stakeholders. The article provides a comprehensive literature review of the role of HEIs as the knowledge-creating and engaging actor in the CCI ecosystem and place brand co-creation. The research paves the way for empirical validations of our longitudinal and multi-method research to highlight the ability of a university to implement its third mission of supporting the CCI ecosystem engagement to strengthen place branding efforts in regional development. We utilized relational access to collect extensive qualitative data, which provides an understanding of the shift of knowledge transfer processes toward an intensive engagement in economic and social development in the CCIs’ ecosystem and place brand co-creation. In conclusion, we present the role of HEIs in CCI ecosystem stakeholder engagement as one living a sustainable and inclusive place brand.