Purpose – The purpose of this study is to investigate whether customers perceive current cruise ship safety measures provided as meeting a sense of security and their influence on purchase intention. Three types of potential risks associated with cruise lines evaluated were external/internal attacks, malfunctions/accidents and onboard medical/health issues. Design/methodology/approach – A survey used 12 safety measures questions to examine how cruise ships handle the above three risks, three questions to measure a sense of security and three questions to measure purchase intention. A seven-point Likert scale was applied. Convenience sampling was used. There were 163 valid responses collected. Findings – All three safety measures evaluated in this study had a direct and positive effect on passengers’ Sense of Security. Also, Safety Measure (SM) 2 and Sense of Security had direct and positive effects on purchase intention. Finally, SM1 and SM3 have only indirect impacts on Purchase Intentions via Sense of Security. Research limitations/implications – Because of the small sample size and the convenience sampling method, the results of this study may lack generalizability. Practical implications – Cruise managers should be aware that merely providing safety measures that are regulated by guidelines is not sufficient, and passengers must personally see and experience safety measures. Originality/value – This study evaluated not only customers’ perceptions of safety measures on a cruise ship but also their impact on a sense of security and how that played a moderating role in purchase intention.
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