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In the ever-evolving field of public health, statistical analysis serves as a cornerstone for understanding and managing disease outbreaks. By leveraging various statistical tools, health professionals can predict potential outbreaks, analyze ongoing situations, and devise effective responses to mitigate impact. For that to happen, there are a few possible stages of the analysis:
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Cruising through a pandemic: Or not?

Gabby Walters1, Thomas Magor1, Sarah Kelly1

  • 1UQ Business School, University of Queensland, Australia.

Annals of Tourism Research
|December 12, 2022
PubMed
Summary

COVID-19 has shifted cruise preferences. This study reveals how consumer choices and trade-offs in cruise experiences are now influenced by pandemic scenarios, using a choice experiment.

Area of Science:

  • Consumer Behavior
  • Health Psychology
  • Tourism Management

Background:

  • The COVID-19 pandemic has significantly altered consumer perceptions and behaviors across various industries.
  • The cruise industry, in particular, has faced unprecedented challenges and shifts in its value proposition.
  • Understanding these changes is crucial for cruise lines to adapt their offerings and marketing strategies.

Purpose of the Study:

  • To investigate how COVID-19 has influenced consumer preferences and trade-offs in the cruise experience.
  • To analyze consumer decision-making criteria across different pandemic scenarios.
  • To apply Protection Motivation Theory to understand the link between self-protection ability and cruise choice behavior.

Main Methods:

  • A choice experiment was employed to model consumer preferences.
Keywords:
COVID 19Choice modellingCruisingProtection Motivation TheoryTourist choice behaviour

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  • Four distinct COVID-19 scenarios were developed to simulate different pandemic conditions.
  • Protection Motivation Theory guided the theoretical framework for analyzing self-rated protection abilities.

    • Main Results:

    • Consumer preferences for cruise features have demonstrably changed due to COVID-19.
    • Significant trade-offs in cruise experience aspects were identified across various pandemic scenarios.
    • Self-rated ability to self-protect against COVID-19 was found to influence cruise choice behavior.

    Conclusions:

    • Cruise organizations must adapt their value offerings to align with post-COVID-19 consumer preferences.
    • Understanding evolving consumer decision-making criteria is essential for market recovery and strategic planning.
    • This study provides novel insights into actual cruise consumer choice behaviors using a choice modeling approach.