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Cruising is one of the industries most susceptible to the current COVID-19 health crisis, due to the closed environment and the contacts between cruisers and crewmembers. This study aims to understand if the perceived crowding and the health risk perception related to the pandemic situation might threaten passengers’ intentions to cruise. The study also examines corporate reputation and trust, as well as social motivation and self-confidence, as possible predictors of consumers’ intention to cruise.

The study is based on the development of a structured questionnaire submitted online via social media. Overall, 553 individuals’ responses were used for understanding the factors that can affect consumers’ intention to cruise by performing several regression models.

The results show that the perceived crowding related to the pandemic does not seem to influence people’s intention to cruise. On the contrary, trust in the cruise company, corporate reputation, cruisers’ self-confidence and research of social motivation are positive predictors of intention to cruise, thus reducing the perceived risk’s deterring impact. The importance of such factors differs in respect of repeat and not repeat cruisers.

The study presents several managerial implications as it analyses the variables that could help cruise management cope better with COVID-19’s negative impact.

Despite the severity of COVID-19’s impact on the cruise industry, no studies have yet focussed on how the current pandemic situation may influence customers’ intention to cruise in the future.