ABSTRACT

The study develops a segmentation typology based on consumer trust toward a particular agency and explores the impacts risk-reducing behaviours and anxiety have on cruise travel in the wake of COVID-19. It examined 504 Australian respondents in an online survey to derive three consumer segments, namely, Trust Government, Trust Government, and Cruise Company and Trust None. All three segments demonstrated that reduced anxiety significantly heightened desire and subsequently, intention to travel. The conceptual contributions of integrating trust, handled risk and anxiety in the crisis travel literature were highlighted. Also, the pragmatic implications for addressing trust to reduce risk and anxiety as well as to increase desire and intention to travel were examined with a proposed 4Cs framework.

摘要

该研究基于消费者对特定机构的信任开发了一种细分类型，并探讨了 COVID-19 之后降低风险的行为和焦虑对邮轮旅行的影响。它在一项在线调查中对 504 名澳大利亚受访者进行了调查，得出了三个消费者群体，即 Trust Government、Trust Government、Cruise Company 和 Trust None。所有三个部分都表明，减少焦虑显着提高了欲望，随后也增加了旅行的意愿。强调了在危机旅行文献中整合信任、处理风险和焦虑的概念贡献。此外，通过提出的 4C 框架检查了解决信任以降低风险和焦虑以及增加旅行的愿望和意图的实际意义。