The purpose of the present study was to examine Koreans' perceptions of cruise ship travel to ascertain the potential for future development of that tourism segment. An understanding of Koreans' perceptions is essential for determining the potential of the Korean cruise market. Using survey data, the study investigated Koreans' knowledge level, willingness and desired travel patterns regarding cruise ship travel. Findings from the study can assist practitioners to enhance their comprehension of Koreans' perceptions and behaviors concerning cruise ship travel. Copyright © 2011 John Wiley & Sons, Ltd.