Risk perceptions on cruise ships among young people: Concepts, approaches and directions

Cruising is becoming a more popular form of tourism, leading to the increasingly sophisticated demand and expectations of cruise passengers and the growing number of young cruise passengers. Therefore, it is essential that cruise operators develop a thorough understanding of their customers and determinants influencing the decision-making process. Risk perception plays a key role in affecting purchase intention and retention, and shaping consumer experiences and satisfaction. This paper synthesises the existing knowledge on the role of risk perception in cruising, explores theories underpinning risk perception and its measurements, and identifies key factors influencing risk perception. The paper offers a comprehensive conceptual framework for risk perception on cruise ships, and identifies knowledge gaps that have not yet been explored in the extant cruising literature. This paper contributes to the advancement of risk knowledge in cruise ship behaviour, and allows cruise operators to better understand customer behaviour, especially the youth.