Cruising to nowhere: Covid-19 crisis discourse in cruise tourism Facebook groups

In view of the unprecedented challenge currently facing the cruising industry, this research explored how online expressions in cruise tourism Facebook groups in Israel were affected by the Covid-19 pandemic. Using social exchange theory and uses and gratification theory we analyze types of messages and ideas informing Facebook posts, and the broad social meanings that can be inferred from them. In order to gain understanding of this online culture, themes were identified by netnography (virtual ethnography) that stressed a need for information to cope with the sudden cruise shutdown consequences. The findings also reflected a belief in public discussion, including sharing nostalgic moments of past cruises as a helpful tool for cruise tourism professionals to cope with the disappointment and fear of the unknown caused by the global pandemic. Furthermore, group member solidarity and the changing role of Facebook group administrators from objective representatives to intermediaries on behalf of cruise lines were highlighted.