AN INTEGRATION OF COGNITIVE APPRAISAL THEORY AND SCRIPT THEORY IN THE LUXURY TOURISM SECTOR: THE BRIDGING ROLE OF RECOLLECTION

다국어 초록 (Multilingual Abstract)

This study integrates the cognitive appraisal theory and script theory, highlighting the bridging role played by recollective memory. The relationships between visitors’ appraisals, emotions, recollection, storytelling and repurchase intention as they relate to the luxury cruise trip experience were assessed. We developed 14 theoretical hypotheses from a literature review. We then tested these hypotheses using data collected from 300 luxury cruise passengers. To the best of our knowledge this study is the first to incorporate the cognitive appraisal approach into script theory in a luxury tourism setting. Our work discloses that these two theories complement each other and recollection is the tie between them. This research reinforces the theoretical literature on cognitive appraisal and script theory. Moreover, the luxury cruise sector is under pressure due to fierce competition and as a result there is a need to acknowledge the crucial determinants of tourists’ emotional reactions. An understanding of tourists’ emotional experiences, and their antecedents and consequences will aid in the formulation of strategic marketing, segmentation, and communication efforts. The results of our study confirm that different emotional reactions can be elicited due to the power of four appraisal dimensions: appetitive goal congruence, certainty, novelty and agency. The findings not only enrich the cognitive appraisal framework and script theory literature but also provide guidance for managerial and marketing strategies of cruise industry practitioners.