Measuring brand performance in the cruise industry: Brand experiences and sustainability orientation as basis for value creation

Experiences as the basis for value creation and competitive positioning are increasingly placed at the centre of marketing activities to create an emotional customer-brand relationship. Especially in the travel and tourism market, the demand for brand experiences becomes apparent and is reflected in a wide range of services ranging from transport and accommodation to entertainment and relaxation. The cruise ship industry as the fastest growing segment in the travel industry provides a holistic experiential package designed to meet the travellers' expectations for pleasure and satisfaction. Against this backdrop, the aim of this paper is to empirically investigate antecedents of consumer perception and related consumption behaviour with special focus on brand experiences and sustainability orientation. The results reveal that consumers have an increasing demand for personal and authentic experiences combined with a rising concern regarding ethical and environmental values. As a consequence, addressing brand experience and sustainability orientation is a promising way to create successful differentiation strategies in the travel and tourism industry. © 2017 Inderscience Enterprises Ltd.