This study examines cruise passengers' perceptions of crowding on large and mega ships and their impact on their experiences and booking intentions. The research develops and tests a conceptual model specific to perceived crowding on mega cruise ships. Two studies were conducted. Study 1 analyzed the textual responses of 75 participants and used the critical incident technique to explore how crowding-related incidents affect safety perception, satisfaction, and repurchase intentions. The findings of Study 1 were also used to refine the conceptual model. Study 2 tested the revised model through a national U.S. survey of 356 cruise tourists. The results indicated that while perceived crowding influences risk and safety perceptions, it does not always negatively impact passenger experiences. In some cases, crowding can evoke excitement. Practically, this study underscores the importance of spatial design, expectation management, and trust-building to enhance satisfaction and loyalty on large cruise vessels.
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