Overall satisfaction is measured on a 5-point Likert scale with (1=very dissatisfied and 5 = very satisfied). Perceived value is measured by asking respondents to rate the price of the cruise on a five-point scale from “very unreasonable” to “very reasonable” given the information of the full price for the cruise service. It should be noted that some travellers join a package tour and do not know the full price of the harbour cruise. This type of question measuring perceived value is also used by researchers such as Lee et al. 2007, Hutchison et al. 2009. Customer loyalty is measured by two items asking respondents’ intention to revisit and willingness to recommend the cruise to relatives and friends on a four point scale (1 = definitely will not, 2 = probably will not, 3 = probably will and 4 = definitely will).
In this paper, we conduct exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation model (SEM) to these data.