Developing a measurement scale for cruise servicescape : A case of Chinese tourists

Developing a measurement scale for cruise servicescape : A case of Chinese tourists

The purpose of this study was to develop a measurement scale for cruise servicescape from the perceptions of Chinese tourists. The scale was developed by following the procedures recommended by Churchill (1979). Six dimensions of cruise servicescape were identified in this study: facilities and design, natural scenery, onboard entertainment, onshore sightseeing, social interaction, and food service. The scale was tested by standard procedures of scale validation and found to be both reliable and valid. Based on the study results, marketing implications were provided to the cruise industry.