The cruise industry is gravely affected by the COVID-19 pandemic due to rising public health concerns. This study combines and examines health crisis management and marketing theories to address public health concerns and improve the usage of cruise services. Combining social exchange theory, customers' perceived value theory, and trust theory, a theoretical model is proposed. Survey data ( n = 376) are then collected through an online survey that is conducted on the Chinese tourism market. The finding shows that quality management, health management, social and communication strategies, and financial strategies contribute to customers' perceived value of cruise service. In addition, perceived value directly and indirectly influences customers' intention to use cruise service through trust in cruise company's pandemic management capability. This study expands the current literature on cruise crisis recovery and provides recommendation for policy and strategy formulation for the cruise industry to cope with the pandemic by focusing on public health concerns and psychology.