This study
presents a holistic understanding of coastal, marine, and cruise tourism
sustainability. The study uses a mixed-method approach to investigate stakeholder
perceptions of the sustainability of coastal and marine tourism in cross-border
regions of the Nordic coastal area. The research contributes to the existing knowledge
by considering both cruise tourists’ (individual) and destination marketers’
and policymakers’ (organizational) viewpoint. The findings of
the quantitative aspect of the study confirm the validity of cruise tourists’ attitudes-norms-behavior
model and its importance in understanding coastal and marine sustainability. Qualitative
findings underline the significance of multi-stakeholder engagement and
cross-sectoral dialogue in the management of Nordic coastal and marine areas
and novel cruise tourism destinations. Finally, the study conducted a thorough
analysis of stakeholders’ perceptions of the importance of sustainability in
coastal and marine areas, not only as it exists today but as it is forecast to
be in the coming decades.