The purpose of this research was to investigate visitors' recreational motivations, satisfaction and willingness to revisit toward Star Cruises. A total of 247 valid questionnaires were collected. By conducting factor analysis, we found that most visitors' recreational motivation aims at relaxation, novelty, to escape from regular daily lives, and popularity. In Importance-Performance analysis, there were 7 items located in ”Quadrant A -Keep Up the Good Work”, and 6 items located in ”Quadrant B -Concentrate Here”, and 7 items located in ”Quadrant C -Low Priority” and 5 items located in ”Quadrant D -Possible Overkill”. The total percentage of visitors who choose agree and strongly agree to willingness to revisit is about 60%. Based on the Importance- Performance Analysis (IPA) analysis, business improvements are proposed. Hopefully, these suggestions can enhance the willingness to revisit.