Which trust layer better counterbalances the risk impact on travel intentions in a crisis scenario?

The severe impact of the COVID-19 pandemic on the tourism industry has revived academic interest in evaluating the strategic role of trust in crises. As a force able to mitigate uncertainty and vulnerability, trust can influence people's travel decision-making process. Extant tourism crisis literature concentrates on individual trust levels in isolation, neglecting its multi-faceted nature. Therefore, a research gap emerges in identifying trust layers that most effectively enhance the intention to travel. In order to address this gap, this study adopts a multi-layered trust perspective rooted in the protection motivation theory (PMT). This study aims to analyze the effectiveness of multi-layer trust as a coping mechanism to enhance intention to travel in the cruise industry. This study uses survey data from 661 cruisers and applies structural equation modeling to test hypotheses empirically. Results highlight that trust in the company and interpersonal trust are the most effective antecedents of the intention to travel, effectively mitigating the perceived health risk. Conversely, trust in the vaccine and trust in the certification show no significant influence on the intention to travel. Therefore, in times of crisis, cruise lines should leverage trust in the company and interpersonal trust as strategic tools to counterbalance the perceived health risks and stimulate travel intentions.