An integration of cognitive appraisal theory and script theory in the luxury cruise sector: the bridging role of recollection and storytelling

Abstract

This study aims to integrate cognitive appraisal theory (CAT) and script theory with the bridging role of recollective memory and storytelling. CAT includes travelers' subjective judgments and emotions, while script theory includes recollection, storytelling, and consequent behavior. The relationships between the constructs included in these two theories as they relate to the luxury cruise trip experience were assessed. Based on a literature review, 14 theoretical hypotheses were derived and a structural equation model was developed. The proposed hypotheses were tested using data collected from 300 luxury cruise passengers. The findings confirmed the successful integration of the two theoretical aspects. The study provides guidance to cruise industry practitioners in developing managerial and marketing strategies. The results enrich the theoretical body of CAT and script theory.