TY - JFULL AU - Sabina Akter and Osiris Valdez Banda and Pentti Kujala and Jani Romanoff PY - 2021/5/ TI - Understanding Cruise Passengers’ On-board Experience throughout the Customer Decision Journey T2 - International Journal of Economics and Management Engineering SP - 428 EP - 435 VL - 15 SN - 1307-6892 UR - https://publications.waset.org/pdf/10011962 PU - World Academy of Science, Engineering and Technology NX - Open Science Index 172, 2021 N2 - This paper examines the relationship between on-board environmental factors and customer overall satisfaction in the context of the cruise on-board experience. The on-board environmental factors considered are ambient, layout/design, social, product/service and on-board enjoyment factors. The study presents a data-driven framework and model for the on-board cruise experience. The data are collected from 893 respondents in an application of a self-administered online questionnaire of their cruise experience. This study reveals the cruise passengers’ on-board experience through the customer decision journey based on the publicly available data. Pearson correlation and regression analysis have been applied, and the results show a positive and a significant relationship between the environmental factors and on-board experience. These data help understand the cruise passengers’ on-board experience, which will be used for the ultimate decision-making process in cruise ship design. ER -