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Abstract
This qualitative research examines cruise ship tourism through a case study of Key West, Florida, exploring its perceived benefits and drawbacks. It outlines the growth of the industry, the issues raised by that growth, and uses the land-use tourism model developed by CitationVera Rebollo and Ivars Baidal (2003) to probe those issues. The results illustrate how mature cruise tourism destinations such as Key West fear continued growth and loss of sustainability, but have mixed emotions about future quantitative and qualitative growth.