“…In spite of this, there are very limited studies concerning the relationship between tourist perceived value and behavioural intention on cruising. The body of knowledge shows that despite of the increasing research topic on cruising, most of the researches conducted were based on European countries (Diedrich, 2010;Brida et al, 2012;Pranić et al, 2013;David, 2014;Brida et al, 2014;Blas & Carvajal-Trujillo, 2014;Carić & Mackelworth, 2014) whereas there is relatively limited research for Asia (Qu & Ping, 1999;Wang et al, 2014;Sun et al, 2014;Lau et al, 2014) especially Malaysia (Soon & Lam, 2013;Chong, 2014). Even though that studies were conducted on examining the relationship between perceived value and behavioural intention (Yi et al, 2014;Chen & Chen, 2010;Petrick, 2004;Pandža Bajs, 2015;Williams & Soutar, 2009), however, most of these studies were focused on repurchase intention as well as recommendation intention.…”