Effects of Knowledge, Testimonials, and Ad Copy on Cruise Advertising Judgments

Abstract

information will persuade consumers to buy a cruise experience. In this research we examine cruise attributes and benefits in advertising along with testimonials by satisfied tourists. In addition, emerging research is revealing how individual differences influence how tourists judge information and the tourist experience (e.g.Tourist individual differences, such as levels of knowledge, are increasingly recognized as influencing how people respond to information. However, little research has examined the role of consumer knowledge on responses to different components of cruise advertising information. Using input from an industry panel combined with insight and measures from the literature, the results of this field experiment show that consumer knowledge interacts with two aspects of advertising-testimonial expertise and advertising copy-to influence purchase intentions towards a cruise. The results offer important implications for researchers and tourism managers regarding how consumer knowledge influences which types of advertising information are most persuasive to consumers. Results also indicate that expert consumers have more favorable attitudes than novice consumers towards cruise advertising.

Consumers' Bayesian learning under Knightian uncertainty: An eye‐tracking analysis

“…This article selects cruise travel products as the experimental stimuli ( Figure 1) for three main reasons. First, past studies have shown that cruise travel products tend to be more experience-oriented (Prebensen, Woo, Chen, & Uysal, 2013), and advertisements have a heterogeneous impact on the willingness to pay of tourist consumers (Martin & Vincent, 2014). Second, cruise travel products are unique and require the cocreation of producers and consumers.…”

Cabin as a Home: A Novel Comfort Optimization Framework for IoT Equipped Smart Environments and Applications on Cruise Ships

“…The reduction in noise and vibration is a research area that gathers a lot of attention, especially in naval engineering [3,4]. Another relevant aspect often investigated for cruise cabin regards the pricing policy and the advertising strategies adopted [5,6,7].…”

E-Cabin: A Software Architecture for Passenger Comfort and Cruise Ship Management

“…The cruise industry registers a growth faster than other sectors in tourism and the competition for players in this industry revolves around the quality of services a cruise cabin can provide to its passengers; in particular, these services are expected to provide a greater indoor comfort in cabins and personalization of the cruise experience. Nevertheless, indoor comfort in cruise cabins remains a little debated topic in literature, mostly focusing on researches on noise and vibration [1] and marketing policies to advertise the cruise experience [2]. In general, customers of the hospitality industry are aware of the possibilities offered by the Internet of things (IoT) devices for comfort management and personalization [3,4], and—according to some researches—are willing to pay extra fees to have access to this kind of technology during their stay [5].…”