This paper analyses the different factors influencing the intention to revisit a cultural attraction with an application to the Museum for Modern and Contemporary Art (MART) in Rovereto, Italy. The empirical data were obtained from a survey undertaken in 2009 and a zero-truncated count data model is estimated. The findings reveal that sociodemographic characteristics positively influence the probability to return to the museum. Also, as reported in other studies, the temporary exhibitions offered by the museum have a significant impact with an incidence rate ratio almost twice as high. No matter how much visitors spend on accommodation, they are less likely to revisit if they travel in groups, by train or on foot, are far from their town of origin and have spent a long time visiting the museum.