| Titre : |
Charting Sustainable Seas: Cultural Influences on Cruise Passenger Perceptions and Behaviors |
| Type de document : |
Mémoire |
| Auteurs : |
Luisa VIZCAINO, Auteur |
| Année de publication : |
2024 |
| Importance : |
64 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CULTURE ; NAVIRE ; COMPORTEMENT ; DEVELOPPEMENT DURABLE ; THEORIE
|
| Résumé : |
The study examined Hofstede’s cultural dimensions in relation to favorable perceptions and behaviors toward sustainable cruising. Specifically, it investigated whether low uncertainty avoidance, high orientation toward time, low power distance, high collectivism, and high femininity correlated with positive perceptions of sustainable cruising. Using the cognitive, affective, and normative dimensions of the Hierarchy of Effects Model, the study assessed participants’ level of positive perception. Green purchase intention, product attachment, and loyalty served as benchmarks for favorable behavior, drawn from previous research on pro-environmental consumer behavior. A web-based survey involving 155 participants, gathered via convenience and snowball sampling, assessed perception and behavior toward sustainable cruising using Likert-scale questions. Statements examining the cognitive dimension were developed using the Theory of Planned Behavior and the Signaling Theory. Formulation of statements for the affective dimension was based on the Goal-Directed Behavior Theory and Social Identity Theory. Construction of statements for the normative dimension used the Norm Activation Model and Theory of Reasoned Action. P-value analysis at a significance level of 0.05 determined whether correlations between Hofstede’s cultural dimensions, perceptions, and behaviors were significant. While the hypotheses regarding Hofstede’s cultural dimensions were rebutted, the correlation between positive perception of sustainability and behavior was validated. Further analysis involved creating subgroups based on age, gender, cruising history, and cruising interest. The study found the Theory of Planned Behavior as most influential for the cognitive dimension, the Goal-Directed Behavior Theory for the affective dimension, and the Norm Activation Theory for the normative dimension within the Hierarchy of Effects Model. Based on these findings, cruise companies can enhance positive perceptions and behaviors towards sustainability by incorporating emotional marketing, highlighting individual impact, and encouraging engagement among cruise passengers. |
| Programme : |
Cesem |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=604808 |
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Art, culture & management / Pearson (2023)
