An integration of cognitive appraisal theory and script theory in the luxury cruise sector: The bridging role of recollection and storytelling

Keywords

Cognitive appraisal theory, script theory, emotions, recollection, luxury cruise

Abstract

This study aims to integrate cognitive appraisal theory (CAT) and script theory with the bridging role of recollective memory and storytelling. CAT includes travelers’ subjective judgments and emotions, while script theory includes recollection, storytelling, and consequent behavior. The relationships between the constructs included in these two theories as they relate to the luxury cruise trip experience were assessed. Based on a literature review, 14 theoretical hypotheses were derived and a structural equation model was developed. The proposed hypotheses were tested using data collected from 300 luxury cruise passengers. The findings confirmed the successful integration of the two theoretical aspects. The study provides guidance to cruise industry practitioners in developing managerial and marketing strategies. The results enrich the theoretical body of CAT and script theory.

Publication Date

2017

Original Citation

Manthiou, A., Kang, J., & Hyun, S.H. (2017). An integration of cognitive appraisal theory and script theory in the luxury cruise sector: The bridging role of recollection and storytelling. Journal of Travel & Tourism Marketing, 34(8), 1071-1088.

Document Type

Paper

Language

English

Source Title

Journal of Travel & Tourism Marketing

Volume

34

Issue

8

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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