ABSTRACT
Research suggests that retention of the current customer is cheaper than finding new ones. When taking into account that the cruise industry has a large proportion of new customers in its customer profile, it is important to better understand variables associated with visitor retention. When looking back at the history of cruise tourism, especially since the end of World War II, it is seen that a number of renowned passenger ships have gone into service. According to the report, it may be said that cruise tourism plays a fundamental role within general tourism activities with regards to 'customer retention'. Behavioural intentions play the role of a key determinant in implementing behaviours and subjective norms. The study was conducted on cruise passengers visiting Egeport, located in Kusadasi, a province of Aydin, Turkey. The target population of the study comprised cruise passengers visiting Kusadasi.
