Corporate social responsibility signaling, evaluation, identification, and revisit intention among cruise customers

Abstract

Improvements in customer knowledge and interest in cruise tourism have facilitated the growth of the cruise industry. However, the cruise industry has limited research attention from tourism and hospitality scholars. Furthermore, in the cruise setting, although a large number of corporate social responsibility (CSR) messages are sent to customers, it seems reasonable to suspect that not all CSR activities are effective to achieve the sustainable growth of the company. Therefore, this study aims to expand the existing knowledge of cruise CSR by examining the impact of customers’ perceived value of socially responsible consumption behavior on brand-related outcomes. Data from 292 cruise customers in the United States are collected through online surveys. Findings support the evidence that CSR signaling influences customers’ positive evaluation and identification with a cruise brand, but no direct impact on their behavioral intention is observed. Also, the mediating role of evaluation and identification in the relationship between CSR signaling and revisit intention is examined. In this study, the signaling and social identity theories are supported by an empirical study to addresses the importance of customers’ socially responsible consumption trait in sustainable growth.

Keywords:

• Corporate social responsibility
• cruise
• evaluation
• identification
• revisit intention

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Jiseon Ahn

Dr. Jiseon Ahn is a senior lecturer in School of Hospitality, Tourism and Events at Taylor’s University in Malaysia. Her research includes brand experience, brand engagement, co-creation, gambling behavior, and corporate social responsibility. She has published research papers in internationally reputed hospitality and tourism journals.