Increasing The Attractiveness Of A Cruise Port For Cargo Business: The Contribution Of Stakeholders

Cruise and cargo operations, though distinct seaport activities, have sufficiently similar functions that by accommodating cargo business in a largely cruise domain, a port may achieve increased attractiveness and better resource utilization. We sought to conceptualize a framework by which an existing cruise port can integrate divergent stakeholder interests to achieve port attractiveness under this duality. We adopted a qualitative approach involving in-depth interviews with experts representing the port authority and key stakeholders at Port Canaveral, the second busiest multi-day cruise embarkation port in the world. We identified a supply chain integration model as a pathway to increasing port attractiveness; with the port authority promoting a shared identity and enabling supply chain flows, while stakeholders nurture unique competencies. Our resulting decision framework comprises short- and long-term strategic combinations of attractiveness factors to derive the full benefits of location, connectivity, cooperation and market positioning. Thus, we specify essential areas for improving a port's overall attractiveness in the context of mastering this relatively innovative dual business model.