Abstract
The cruise industry is gravely affected by the COVID-19 pandemic due to rising public health concerns. This study combines and examines health crisis management and marketing theories to address public health concerns and improve the usage of cruise services. Combining social exchange theory, customers' perceived value theory, and trust theory, a theoretical model is proposed. Survey data (n = 376) are then collected through an online survey that is conducted on the Chinese tourism market. The finding shows that quality management, health management, social and communication strategies, and financial strategies contribute to customers' perceived value of cruise service. In addition, perceived value directly and indirectly influences customers' intention to use cruise service through trust in cruise company's pandemic management capability. This study expands the current literature on cruise crisis recovery and provides recommendations for policy and strategy formulation for the cruise industry to cope with the pandemic by focusing on public health concerns and psychology.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
