Messages in the Bottle: Customers' Reactions to Expertise, Blame, and Compensation After a Severe Cruising Crisis Academic Article uri icon


  • This study experimentally examined the effects of expertness, source of accident, and compensation on the ratings of a cruise line's brand image and potential cruisers' intentions to purchase. Participants (n=213) were randomly assigned to one of eight experimental conditions presented as written testimonies from cruise passengers recalling a severe crisis they experienced while at sea. The main effect for recovery was significant (p<0.05) in terms of both brand image and purchase intentions. There was also a significant interaction between the storytellers' expertise and blame attribution (p<0.05) in terms of both purchase intentions and brand image. Results offer both theoretical and practical insights in terms of advertising strategies and crisis management for cruise lines.

published proceedings

  • Tourism in Marine Environments

author list (cited authors)

  • Soulard, J., & Petrick, J. F.

citation count

  • 3

complete list of authors

  • Soulard, Joelle||Petrick, James F

publication date

  • June 2016