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This chapter provides a comprehensive analysis of health-related crises within the cruise industry and offers empirical recommendations for both practitioners and scholars. This chapter is divided into 3 parts: the first part briefly reviews the relevant concepts and definitions, the second part examines current measures related to 2 major public health concerns related to cruise travel (i.e. Norovirus infection and influenza), and the third part provides recommendations for both practitioners and researchers. The findings presented in this chapter have several practical implications. First, to reduce exposure to health risks and to become more prepared, a sanitary environment should be guaranteed as the baseline. Practitioners need to maintain partners with health authorities, stay in full compliance with guidelines, update the protocol regularly with consideration of emerging health issues and monitor the condition of cruise ships carefully. Second, the cruise industry needs to improve its communication efforts. Practitioners need to demonstrate a responsive and responsible attitude during the times of crisis, offering crisis responses that are strategic, clear and consistent. Third, to embrace an uncertain future, the cruise industry needs to undertake a proactive approach in crisis management, paying more attention to emerging health issues as well as preparing itself with comprehensive and exhaustive crisis management plans.
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