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. 2023 Sep:48:101126.
doi: 10.1016/j.tmp.2023.101126. Epub 2023 Jun 13.

Effects of media portrayal on perceived cruise risk, image, and intentions

Laura A Book  1 , Sarah Tanford  1 , Seyhmus Baloglu  1
Affiliations

Effects of media portrayal on perceived cruise risk, image, and intentions

Laura A Book et al. Tour Manag Perspect. 2023 Sep.

Abstract

This research examines how news media portrayal of Covid-19 cases on cruise ships can produce decision biases. Two experiments were conducted in which news stories were varied according to format, base rate, framing and number size. The results demonstrate that prior cruise experience increases travel intentions and cruise image and lowers perceptions of cruise risk. Perceived risk is higher when the number of cases is presented in concrete numbers versus abstract percentages. Negative framing increases perceptions of cruise risk versus positive framing, especially when expressed in small numbers. The results extend beyond Covid-19 by demonstrating that sensationalism in the news media can result in decision biases that over- emphasize negative outcomes and increases risk perceptions in the minds of consumers. The findings suggest travel companies should work together with news media outlets when crisis situations arise to shift away from sensationalism and provide concrete information that is useful for consumers.

Keywords: Cruise image; Cruise travel; Decision making; Risk perceptions; Travel intentions.

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Conflict of interest statement

The authors declare that there are no potential competing or non-financial interests associated with this research.

Figures

Fig. 1
Fig. 1
The effect of base rate and prior cruise experience on overall cruise image. Note: Numbers in bold are significantly different at p < .001.
Fig. 2
Fig. 2
Moderated mediation model on overall image (Study 1). Note: Dashed lines are not significant.
Fig. 3
Fig. 3
The effect of number size and prior cruises on likelihood to travel. Cruise vs. Non-cruise are significant at p < .001 for both sizes.
Fig. 4
Fig. 4
Moderated mediation model on likelihood to travel (Study 2). Dashed lines are not significant.
Fig. 5
Fig. 5
The effect of framing and number size on perceived cruise risk. Numbers in bold are significantly different at p < .001.
See this image and copyright information in PMC

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