Increasing the attractiveness of a cruise port for cargo business: The contribution of stakeholders

Abstract 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…