Destination image, satisfaction and destination loyalty in cruise tourism: the case of Málaga (Spain)

Abstract

Over the past decades, cruise tourism is a sector that has experienced a tremendous growth around the globe. The relations that are established between the different agents that interact in this industry, passengers, crew and residents are crucial for visitor satisfaction and the success of the tourist destination. The study has analyzed the different types of cruise passengers who landed at the port of Malaga and their perception of the city through destination image, satisfaction and destination loyalty. A cluster analysis identified the existence of four different groups of passengers whose opinions can give a specific answer to the consolidation of Malaga as a quality tourist destination. From a practical point of view, recommendations about the adequate management of the destination´s attractions for the cruise industry are discussed in the conclusions. Keywords:Cluster analysis, destination image, cruise passengers satisfaction, destination loyalty, cruise tourism. ResumenEl turismo de cruceros es un sector que ha experimentado un enorme desarrollo en el mundo en las últimas décadas. Las relaciones que se producen entre los diferentes agentes que interactúan en esta industria, pasajeros, tripulación y residentes, son cruciales para la satisfacción de los visitantes y para el éxito del destino turístico. El estudio ha analizado las diferentes tipologías de cruceristas que arriban al puerto de Málaga y su percepción de la ciudad a través de la imagen del destino, la satisfacción y la lealtad al destino. Un análisis cluster demostró la existencia de cuatro grupos de pasajeros claramente diferenciados, cuyas opiniones pueden dar una respuesta específica, para avanzar en la consolidación de Málaga como destino turístico de calidad. Desde un punto de vista práctico, discutiremos en las conclusiones las recomendaciones para la adecuada gestión de las atracciones turísticas dedicadas al sector de los cruceros.Palabras clave: Análisis cluster, Imagen del destino, Satisfacción del crucerista, Lealtad al destino, Turismo de cruceros.

What influences a tourist to return to a cultural destination?

“…Satisfaction and the global image of the destination can be measured in an overall way or as the result of multidimensional interaction among a number of variables rated by the consumer (Miller, 1976, cited by Campo‐Martínez et al, ; Cruz Ruiz, Bermúdez González, & Tous Zamora, ; Kaplanidou & Vogt, ; Petrick, Morais, & Norman, ; Petrick & Backman, ). In this study, the first approach was taken, and satisfaction and the global quality of the destination were measured in a one‐dimensional way (following Bigné et al, ; Campo‐Martínez et al, ; Chen & Tsai, ; Oh, ; Petrick, ; Soderlund, ; and Zins, ).…”

Rural Tourism and the Sustainable Development Goals. A Study of the Variables That Most Influence the Behavior of the Tourist

“…It's important to review the research by Martín et al (2016), into the influence of destination image on satisfaction, and of satisfaction on loyalty. Herle (2018), Cruz et al (2018), Machado et al (2009), Huete and López (2020) and López- Sanz et al (2021a) also researched this relationship. And we wish to highlight the study of Nysveen et al (2018), who found a link between "green destination image" and tourist satisfaction.…”

Does Gastronomy Brand Image Affect the Perceived Emotional Value and Tour Satisfaction?

“…Visitor satisfaction may generate positive consequences for companies in the tourism sector in charge of promoting and tourism policies as they create a positive image of the destination when they share their experiences with their environment (Ruiz, González & Zamora, 2018).…”