Cruise Tourism for Sustainability: An Exploration of Value Chain in Shenzhen Shekou Port

Based on the support of governmental policies and the rapid growth of China’s economic development, residents’ living standards, and tourism consumption demand, cruise tourism has continuously developed and its service level has gradually improved, which have become the main driving forces for the sustainable growth of China’s cruise tourism industry. This paper took Shenzhen Shekou Port (SSP) as a research site and used an online text analysis method by Rost Content Mining 6 software to analyze 2552 Ctrip travel network, and then did further study through face to face interviews from the perspective of “tourists source” and “procurement” in the value chain theory. Only by understanding the developing trend of cruise tourists can we cultivate cruise culture, expand cruise tourism market, and finally realize the benign development of cruise tourism. The research results show that the cruise business in Shenzhen should strengthen the senior citizens market and marketing to kids and parents, and improve the satisfaction of cruise passengers in terms of enriching entertainment facilities, elevating service quality, and upgrading duty-free shopping centers. This paper not only focused on the study of cruise tourists in Southern China, but also enriches the research of the cruise value chain.