The aim of the research is to examine the influence that perceptions of risk have on consumer decision-making in ocean cruising. There is a ‘culture of fear’ in western societies that is distinct to the twenty-first century. Although statistically humans are living longer, safer and healthier lives, many people are more concerned about risk than in previous generations. This undercurrent of fear and uncertainty influences all spheres of life, including our behaviour as consumers. The presence of risk, whether real or perceived, has the potential to change travel decisions. As risk and uncertainty are ‘inherent’ to tourism, understanding tourist risk perception is central to the decision-making process. However, defining risk is problematic and there is no universally-agreed upon definition. Risk goes beyond physical harm and includes financial, psychological, social, time-loss, and performance risks. However, risk is not well understood in tourism, particularly in cruise studies. This research area is significant as there has been increased attention recently on possible risks related to cruising. The research is conducted through a constructivist lens, which accepts that knowledge is constructed and there are multiple interpretations and realities. Reflexivity and positionality are woven through the research to give a voice to the researcher’s own experiences and relationship with the data. The research uses image elicitiation as a method to uncover deeper thoughts and feelings about cruising. The project also has the potential to contribute to a greater understanding of risk in contemporary society, including how risk is defined and the deeper epistemological position.