코로나 팬데믹 시대의 크루즈 관련 언론보도가 위험지각과 행동의도에 미치는 영향 연구

A Study of Cruise- related Media Reports on Perceived Risks and Behavioral Intention in the COVID- 19 era

This study attempted to analyze how media reports regarding cruise tourism affect tourists’ risk perception and behavioral intention towards cruise tourism and to gain a deeper understanding of how to encourage people to take cruise holidays after COVID-19. Using an exploratory factor analysis, perceived risks of cruise tourism were divided into four factors; health-safety, socio-psychology, performance, economical loss. The finding reveals a negative influence of risk perception about cruise tourism on behavioral intention while media reports affect positively risk perception towards cruise tourism. The managerial implications for cruise lines, ports of call, and ports how to enhance tourists’ behavioral intention by mitigating perceived risks were outlined at the last part.