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

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.