Abstract

This study investigated key factors contributing exclusive memorable experiences among international cruisers who disembarked from foreign cruise ships at three ports of call in Thailand: Laem Chabang, Phuket Island and Samui Island. Questionnaires were distributed on site to 1,216 international cruisers from November 2015 to January 2016. The data was analyzed in two phases to propose exclusive memorable experiences model (Ex-Me-Exs). The first phase aimed to verify factors and to reduce the number of indicators in questionnaire items by using exploratory factor analysis (EFA). The second phase was conducted by using confirmatory factor analysis (CFA) to ascertain that the proposed exclusive memorable experiences model (Ex-Me-Exs) was well-fitted with the data. The Ex-Me-Exs Model consists of ten key factors influencing international cruisers’ exclusive memorable experiences. They include (1) conspicuousness, (2) prestige, (3) quality, (4) learning, (5) meaningfulness, (6) involvement, (7) refreshment, (8) interaction, (9) novelty, and (10) hedonism. This study yields implications in two layers. The first is for academic purposes. Since studies on cruise tourism in Thailand are underexplored, this study helps bridge the literature gap. The second is for national tourism development reasons. Due to the rapid growth of cruise tourism in Thailand, the Thai government and stakeholders can use the findings from this study as a guideline to develop ports of call countrywide to serve an escalating number of international cruisers.   

Keywords: Cruise tourism in Thailand, Exclusive memorable experiences model (Ex-Me-Exs)