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Updated: Aug 17, 2025

Author Spotlight: Advancements in Multiplex Detection of Respiratory Viruses
Published on: November 10, 2023
Cruising through a pandemic: Or not?
Gabby Walters1, Thomas Magor1, Sarah Kelly1
1UQ Business School, University of Queensland, Australia.
Abstract:
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.
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