Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

The Proposed Model 
The primary objective of this paper is to reveal the psychological processes underlying loyalty formation in 
a tourism (i.e., cruising) context, by introducing a social psychology theory, the Investment Model. As discussed, 
Rusbult’s (1980a, 1980b, 1983) Investment Model, rooted in interdependence theory, proposes that one’s 
commitment to a relationship is determined by his/her satisfaction level, the quality of alternative relational options, 
and his/her investments. Further, following mainstream conceptualization in the marketing and leisure/tourism 
literature (Backman & Crompton, 1991; Day, 1969; Jacoby & Chestnut, 1978; Kyle et al., 2004; Pritchard, 1991), 
the authors conceptualize that loyalty comprises of both attitudinal and behavioral components, with attitudinal 

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