Cruise travel has attracted the attention of researchers because of its rapid development. However, the literature lacks a reliable and valid measurement tool for constructing cruise motivation. The only available scale developed in the North American context, where the cruise industry is considerably mature, may be inapplicable to emerging markets due to cultural and experiential differences. To address this research gap, a measurement scale for cruise motivation in emerging markets, with Mainland China and Hong Kong as samples, was developed by following rigorous procedures that used both qualitative and quantitative methods. This study offers both academic and operational implications.