The impact of cruise ship dinescape on travellers’ behaviour

Purpose: This study aims to examine how cruise ship dinescapes, as a specific type of organized and staged service environment, influence customers’ attitudes, on-board behaviour, satisfaction and behavioural intentions. Design/methodology/approach: Data was collected using a cross-sectional survey from 552 passengers on-board one of the big cruise ships with a Caribbean itinerary.
Findings: Cruise ship dinescape, as an on-board food experience platform, is built on three dimensions: restaurant atmospherics, interactions with other guests and restaurant staff. The findings show how these dimensions influence passengers’ emotional experiences and quality perceptions. The results also show how travellers’ cruise ship dinescape satisfaction affect their overall vacation satisfaction and future travel behaviour.
Practical implications: The findings imply that cruise companies should pay extra attention to organised food service environments like dinescapes staged for passengers. Through these scapes cruise companies may provide favourable platforms enabling dining satisfaction, but also social interaction and co-creation of memorable experiences.
Originality/value: This study builds a comprehensive model in cruise ship context, which links dinescape experiences to overall cruise ship dining experiences and dining behaviour mediated by emotional and perceived quality outcomes with further consequences.