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Journal of Travel Research
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Article

The Impact of Customer-to-Customer Interaction on Cruise Experience and Vacation Satisfaction

Jue Huang1* and Cathy H. C. Hsu2

1 Beijing Hospitality Institute
2 The Hong Kong Polytechnic University

* To whom correspondence should be addressed. E-mail: hmjwong{at}polyu.edu.hk.


  Abstract
While the role of customer-to-customer (C2C) interaction in shaping service experience has been recognized in the services marketing literature, empirical examination of this issue is limited. Similarly, investigation of tourists’ social contacts has mainly focused on the tourist–local community and tourist–service personnel dyads, while much less is known about tourist-to-tourist interactions. To fill this knowledge gap, this study has examined interaction between tourists on cruise vacations and its impact on the cruise experience and vacation satisfaction. An online survey is conducted with an American online panel (n = 613). The findings reveal that the quality of C2C interaction has positive direct impacts on the cruise experience as well as indirect effects on vacation satisfaction, mediated by cruise experience. Moreover, the quality of C2C interaction has suppressor effects on the quantity of C2C interaction. The results call for the incorporation of C2C interaction as one component of the relationship marketing theory.

First published on May 20, 2009, doi:10.1177/0047287509336466
This version was published on May 29, 2009
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