Özet:

With the increasing mobility in tourism, cruise tourism has become one of the fastest-growing industries. Ship sizes have overgrown, costs have been reduced by taking advantage of economies of scale, and tours have been organized for customers from all segments. On the other hand, to low-cost tours, the services offered in tours that appeal to the differentiated luxury segment customers have been diversified. In the face of all kinds of crises, the industry has continued to develop successful crisis management practices. The cruise industry, which has successfully exited from all kinds of crises and extraordinary situations, has faced an unprecedented Covid-19 pandemic crisis. In the first days of the epidemic, frequently mentioned cruise ships were negatively in the media. Cruise tourism, one of the essential touristic services preferred by families, has been one of the sectors most affected by the crisis with these adverse situations and travel bans. In this study, the cruise sector, which is experienced in management crises, has been examined with the help of crisis management theories. Crisis management theories Denial, avoidance of responsibility, reducing the negativity of the action, corrective action, and acceptance communicated to consumers with the help of the Research literature and the Institution-Promotion Model, Institutional Image Repair (Restoration) Theory, Defense, Situational Crisis Communication, Institutional Renewal, and Rhetorical Arena Theories and during the epidemic. The analyzed messages and strategies of the news in foreign and domestic mainstream media by subjecting them to content analysis.

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