Project

Ocean Cruising after COVID-19

Goal: This research will explore consumers’ perceptions of risk and uncertainty about travel and future travel intentions following the coronavirus pandemic of 2020 with a particular emphasis on ocean cruise travel. The pandemic has caused global disruption to all forms of travel and tourism and severely impacted the ocean cruise industry. Many passengers acquired the disease while cruising and some have died. This research will focus on the Australian experience, seeking to compare and contrast Australian and UK travellers. It will also identify any differences in future travel and ocean cruise intentions and perceptions of risk between repeat cruisers and non- or future-cruisers. the research will also explore any relationships between risk perceptions and age, personality, country of residence, marital status, education, cruise history and brands sailed on. 9 risks were identified in the literature and the survey explores each; health, safety, financial, mechanical, time/convenience, social, psychological, environmental and performance/satisfaction risks.

In the first phase of the research, a survey was administered to over 600 respondents drawn from Pureprofile. Half the sample have previously cruised and be aged 40 years and over. Phase Two will be conducted in 2021.

The project under the direction of Winthrop Professor Dr. Tim Mazzarol and Emeritus Professor Dr. Geoff Soutar and team members are Dr. Suellen Tapsall, Dr. Wendy Elliott and Dr. Jennifer Holland. The project is funded by the University of Western Australia.

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Project log

Jennifer Holland
added a research item
The global coronavirus pandemic has devastated the cruise sector with widespread disruption and cancellations affecting millions of cruise passengers. The cruise industry was negatively affected due to the enclavic and confined environment onboard, the high infection rates among both crew and passengers, and widespread negative media coverage. This study explores the impact of COVID‐19 on willingness to cruise and attitudes towards cruising for both cruisers and non‐cruisers living in Australia and the United Kingdom. Data analysis of respondents’ comments was undertaken using both Leximancer text analytic software and manual content analysis. Findings indicate country of residence has a significant influence on risk perceptions for a cruise holiday and affects future intentions to cruise. Specific impacts for the cruise industry are discussed and recommendations proposed for policy and practice.
Jennifer Holland
added an update
June 2020 - Survey administered to Australian and UK members of Pureprofile consumer panel
 
Jennifer Holland
added a project goal
This research will explore consumers’ perceptions of risk and uncertainty about travel and future travel intentions following the coronavirus pandemic of 2020 with a particular emphasis on ocean cruise travel. The pandemic has caused global disruption to all forms of travel and tourism and severely impacted the ocean cruise industry. Many passengers acquired the disease while cruising and some have died. This research will focus on the Australian experience, seeking to compare and contrast Australian and UK travellers. It will also identify any differences in future travel and ocean cruise intentions and perceptions of risk between repeat cruisers and non- or future-cruisers. the research will also explore any relationships between risk perceptions and age, personality, country of residence, marital status, education, cruise history and brands sailed on. 9 risks were identified in the literature and the survey explores each; health, safety, financial, mechanical, time/convenience, social, psychological, environmental and performance/satisfaction risks.
In the first phase of the research, a survey was administered to over 600 respondents drawn from Pureprofile. Half the sample have previously cruised and be aged 40 years and over. Phase Two will be conducted in 2021.
The project under the direction of Winthrop Professor Dr. Tim Mazzarol and Emeritus Professor Dr. Geoff Soutar and team members are Dr. Suellen Tapsall, Dr. Wendy Elliott and Dr. Jennifer Holland. The project is funded by the University of Western Australia.