Cross-cultural gender differences in cruising risk perceptions: A study of young adults

Abstract

The purpose of this study was to examine how gender and cultural values displayed by different nations play a role in determining differences in young adults' risk perceptions in the cruise ship context. The study employed the two-dimensional model of perceived risk, namely perceived outcome severity and perceived probability, to measure risk perception. The study conducted an online self-administered questionnaire surveying 527 respondents whose age ranged from 18 to 35 years. Guided by Cultural Theory of Risk and Hofstede's cultural dimensions, the findings indicated the significant interaction effects between gender, nationality and cultural values on cruising risk perceptions after controlling for age and past cruise experience. The findings provided important insights for cruise marketers and operators to target appropriate cruisers with suitable marketing campaigns and implement effective risk reduction measures to enhance cruise experiences.