Tourist decision-making is complex and understanding why some tourists may reject a cruise vacation is important for continued growth of the cruise sector. Image elicitation was employed in twenty interviews with cruisers and non-cruisers in the UK. Findings revealed risk perceptions influence cruise decision-making as vacation choices reflect self. Cruisers choose cruise vacations to reduce risk to self and affirm self-concept, and non-cruisers perceive social and psychological risk in cruising. Non-cruisers find social value in disassociation from and rejecting cruise vacations, illuminating how self-congruity influences cruise decision-making. Theoretical contributions and practical implications for industry are identified with specific recommendations.
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