An assessment of factors for the cruise port of call selection: The modified fuzzy Analytic Hierarchy Process

Improving cruise ports of call is essential for enhancing the overall cruise experience for passengers, promoting tourism, and supporting the economic development of the regions served by these ports. Therefore, this article aims to assess selection factors (SFs) for the cruise port of call from the perspective of cruise operators (COs) and port operators (POs). In doing so, this paper first identifies SFs for the cruise port of call and establishes their hierarchical structure thanks to the extensive literature and expert brainstorming. Afterwards, The Modified Fuzzy Analytic Hierarchy Process (MFAHP) is developed to gauge the discrepancy in SFs between COs and POs. Empirical results from MFAHP pinpoint two significant SFs for POs to improve and attract their customers: customs, immigration control and quarantine (CIQ), and incentive measures. Besides, theoretical and managerial implications, and potential limitations for the next research are discussed.