Cruising through a pandemic: Or not?

The features of the cruise value offering that once appealed to the cruising market have changed as a result of COVID 19. This paper employs a choice experiment to reveal how COVID-19 has influenced consumer preferences for and trade-offs between specific aspects of the cruise experience across four different COVID-19 scenarios. Such insight is highly valuable for cruise organisations seeking to better understand the evaluative criteria by which their consumer segments are now making decisions. Theoretically, this study employs Protection Motivation Theory to determine how ones self-rated ability to protect themselves against the virus while cruising may in turn influence choice behaviour. Our research is the first to report actual choice behaviours of cruise consumers adopting a choice modelling method.