Satisfaction and Behavioural Intentions of Cruise Passengers Visiting the Azores

Abstract

This paper evaluates the satisfaction of cruise passengers visiting the Atlantic islands of the Azores Archipelago. It investigates the relationship between their satisfaction with the Azores and their behavioural intentions, not only with regard to repurchasing the cruise but also to the likelihood of their recommending it and the Azores to friends and relatives. A structural equation model is used to analyse the factors that make the Azores attractive as cruise ports of call. The data were obtained from a survey distributed between March and December 2004 among the passengers of cruises docking at Azores ports. The findings reveal that, besides value for money, the two main factors driving the behavioural intentions are linked, first, to the city, its attractions in general and the individual's level of satisfaction with the overall visit and, second, and of lesser importance, to the perceptions of hospitality, safety, services and cleanliness of the environment in the Azores.