An evaluation model of cruise ports using fuzzy analytic hierarchy process

Purpose: Cruise tourism is the fastest-growing segment of the shipping and port industry. This study aims to develop an analytic model to assess the key criteria and sub-criteria influencing four cruise port's development in Taiwan. Design/methodology/approach: Based on the literature review, four criteria and 13 sub-criteria are developed and analysed by fuzzy analytic hierarchy process (FAHP). Four cruise ports include Kaohsiung, Keelung, Taichung and Hualien ports. The 26 relevant field experts (including cruise operators, governmental officials and academics) were invited to provide information for assessing the sub-criteria in the model. Findings: The results indicate that port infrastructure and facilities are the most important criterion, followed by port-city development plans, port geography and climate and port regulations and services. In addition, the three most important sub-criteria overall are the onshore tourism programme, the city’s historical and cultural features and the green port hinterland transport system. Also, Keelung port is ranked as the best port, followed by Kaohsiung, Taichung and Hualien. Originality/value: As Asia is an important cruise market in the world (ranked as third) and passenger number in Taiwan has achieved the top two in Asia, denoting Taiwan is a good market to develop an evaluation model of cruise ports. The findings present a holistic picture of the relative importance of the various criteria associated with cruise port development and raise issues related to cruise port marketing and the economic and environmental sustainability of ports and their hinterlands.