From Struggle to Survival: A Market Overview for the Cruise Industry

Abstract

This study aims to investigate the US cruise market by analyzing industry trends and consumer psychology. COVID-19 has coexisted with human beings for more than two years, and scientists claim that human beings will continuously live with the virus for a long time. Nowadays, cruise tourism and the COVID-19 pandemic studies are still popular in both academia and the industry, and cruise industry trends and market investigations are expected by consumers and investors. The purpose of this study is to investigate the US cruise market and provide a comprehensive market overview for 2022, especially regional comparisons of consumer perceptions. This study identified consumers' preferences, including cruise duration, cruise line, travel season, and travel experience. Regional impacts were assessed by comparing the Agreement scores, and the southern region's residents show higher intention and a more positive attitude toward cruise travel. Finally, theoretical and managerial implications, limitations, and future research directions are discussed.

Citation

Pan, T. and Fu, R.J.C. (2023), "From Struggle to Survival: A Market Overview for the Cruise Industry", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 19), Emerald Publishing Limited, Leeds, pp. 143-153. https://doi.org/10.1108/S1745-354220230000019008