Post COVID-19 : management strategies for cruise service recovery

Abstract

During the COVID-19 pandemic, the cruise industry has been negatively impacted and the public has formed increasing health concerns and reservations about using cruise services. This study identifies and analyzes strategies combining health and marketing theories to allay public health concerns regarding the use of cruise services and encourage their usage. A theoretical model based on the social exchange theory, customer value theory, and trust theory is proposed. A survey questionnaire is designed and administered on the Chinese tourism market. Thereafter, the collected data (n = 376) were analyzed using structural equation modeling. The results indicate that quality management strategies, health management strategies, social and communication strategies, and financial strategies positively affect customers’ perceived value of cruise service. In consequence, perceived value has direct and indirect effects on customers’ intention to use cruise service through trust. This study combines marketing and health management theories to formulate policy and strategy recommendations for the cruise industry to cope with the pandemic by addressing public health concerns.