The dual effects of health risks and crowd perception on marine traveller behaviour: The case of shared day cruise charter

Abstract

This study investigates the dynamics of traveller behaviour toward shared day cruise charters regarding Covid-19 as a health-risk situation through the theory of planned behaviour. Following interviews with 22 customers, the findings were evaluated using directed content analysis. The results show that, besides Covid-19's moderating role, physical (e.g., high noise, absence of physical barriers) and social (e.g., a high number of out-group members, high customer heterogeneity) attributes of the service concept intensify the perceived crowdedness in the yacht. Despite being a one-day outdoor activity, the tour is perceived as risky due to the crowded service environment. Thus, crowds and health risks have a dual impact on travellers' attitudes toward tours. The perceived risk is not the only concern related to the traveller personally, it also includes risks related to the transmission of the virus to one’s family and friends. Travellers attributed crowding to the opportunistic behaviours of service providers, hence relying on their own precautions. Furthermore, there is an inverse relationship between crowding and the perceived hedonic value of the service. Companion unavailability is a significant barrier; however, there is a negotiation dilemma to persuade hesitant group members. The study contributes to the travel services offered in crowded environments that especially pose health risks and offer important implications for yacht tourism practitioners.