Valencia as a Port of Call: Image, Satisfaction and Future Behavioral Intention. The Moderating Effects of Culture

This study aims to analyze the image that Mediterranean cruise ports of call have on passenger satisfaction and, therefore, on future behavioral intentions. The differences on behavior have been analyzed on a cultural basis. This paper conducts an empirical analysis of a conceptual model tested on 492 cruise passengers. Passengers were selected once they had finished their tour around Valencia. Most interviewed passengers came from Germany, United Kingdom, Italy and United States. The results showed that image has a direct influence on satisfaction and satisfaction has a direct effect on future behavioral intention. In addition, the influence on future behavioral intention derived from cruise passenger satisfaction differs from German and Italian to British and American.