Cruising The Sea Of Risks: The Impact Of Ship Countermeasures On Intentions To Cruise

Abstract

Cruise ships are one of the fastest growing industries in the tourism sector. Despite the promising future, the cruise industry is frequently challenged by major safety and security threats. Accordingly, multiple risks are found to be associated with cruising. These include onboard major crimes, sexual assault, fires, sea piracy, terrorist attacks, health problems, and infection outbreaks. Such risks have resulted in many bad experiences among passengers, injuries, and loss of life. As a floating resort, the closed environment of a conveniently flagged cruise ship, besides the complexity and the lack of safety and security measures can pose passengers to inevitable dangers, increasing the degree of their vulnerability when cruising. Although some protection measures have been implemented and followed to a certain degree, cruise ships are still devastated by major accidents and negative incidents. This has challenged the reputation of many cruise companies, thereby effecting their growing ability and profitability. Correspondingly, this study aims to investigate the impact of cruise ships safety and security measures on passengers’ purchase intention, through passengers’ safety and security perception. Following an exploratory analysis of all variables, this work is carried out using primary data, which have been quantitatively collected through self-administered questionnaires. The findings indicate that there is a strong correlation between the main three pairs of the aforementioned variables. The provided implications and recommendations can be highly beneficial for cruise operators and academia on how to best understand and determine the existence of the causal relationship between such variables.