Digital Innovation Through Behavioural Analytics: Evidence from Acquisition Channels and Engagement in Global Cruise Firms

Abstract

Digital transformation has reshaped how cruise firms acquire, engage and retain customers. However, existing research rarely integrates these behavioural dimensions within a unified analytical framework. This study applies a hybrid regression–Fuzzy Cognitive Mapping (FCM) approach to examine how acquisition channels, engagement indicators and online reputation metrics jointly shape website performance and digital innovation among leading global cruise operators. Using multi-source web-analytics data, regression models identify the direct predictive effects of organic, paid, referral and email channels, while FCM captures their non-linear feedback dynamics. Results reveal that visibility does not equate to engagement: organic and referral traffic drive exposure but not depth, whereas authority and reputation mediate engagement–performance relationships. Scenario simulations reveal asymmetric responses within the digital ecosystem. Consequently, balanced, knowledge-driven channel diversification emerges as a key strategic advantage. The findings extend the Knowledge-Based View (KBV) by conceptualising behavioural analytics as organisational knowledge resources that enable adaptive learning and digital innovation. The proposed framework contributes to both tourism analytics and information systems research, offering a scalable model for understanding how data-intensive service firms convert behavioural information into strategic knowledge and sustainable competitive advantage.