2018
DOI: 10.1080/15980634.2018.1471877
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Price or pride? Malaysian marine cruising behaviour

Abstract: Despite substantial investments and promotional efforts in developing cruise tourism in Asia, cruise liner managers and marketers are given little indication concerning the effectiveness of their current marketing programs in driving consumer intentional behaviour. This study of a cruise liners' marketing program validates the position of emotional value, social value and perceived novelty on the consumers' intention to cruise. While marketing programs for cruise vacation in their current form do offer some br… Show more

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References 57 publications
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