Cruise tourism has become a popular and growing sector recently. An effective advertising is vital for cruise lines to attract customers. This study empirically examines the advertising effectiveness of mobile phone on increasing the purchase intention of potential customers for cruise service. Using data collected from questionnaire surveys from 153 maritime student in Hong Kong. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equational Model (SEM) have been conducted to test crucial factors and research hypotheses. Results indicated that emotional appeal and advertising creativity positively influences students, attitude toward cruise, whereas attitude toward cruise service positively influences the purchase intention of cruise services. This paper then provides both practical and theoretical implications for enhancing the cruise line advertising effectiveness on mobile phone marketing.