Cruise ship visits provide an often overlooked benefit of showcasing port communities to thousands of potential repeat tourists. Using data from a survey conducted in 2002, this study examines the factors that affect a cruise ship passenger's intention of returning to Bar Harbor, Maine. Survey results indicate that one-third of the respondents plan to return to town in the two years following their cruise ship visit. Empirical results suggest that the distance between a respondent's place of residence and Bar Harbor has a negative effect on the likelihood of return. The total number of visits a passenger has made to Bar Harbor and the amount of time spent in port during the one-day visit have a positive effect on the likelihood of return. Finally, household income and the experience of taking a cruise-line-sponsored tour do not have a significant effect on a passenger's intention of returning to a visited port.