This article contributes to the growing literature on repeatvisitation by investigating the relationship between tourismbehaviour and repeat visitation. The data concern a sample of vacationvisitors from Mainland China to Hong Kong in 1999. The study revealsthat repeat visitors stay longer, take fewer activities and areinvolved more in local life-related activities. Furthermore, suchrepeat visitors spend larger sums on shopping, meals, hotel bills, local transport, etc. Results of the multivariate analysis show that, while the socio-economic characteristics of visitors aremostly insignificant, the number of visits is a significant variablepositively contributing to the total spending and the spending onshopping, local transportation, meals outside of the hotel and hotel.In other words, repeat visitors are more beneficial economicallyto a destination than first-time visitors. The findings of thispaper enrich the current literature about repeat visitationby demonstrating that repeat visitors and first-time visitors havesignificantly different tourist behaviour in terms of spending andlength of stay, etc. The implication is that these two groups ofvisitors should be treated as two distinct market segmentsfor developing marketing strategies and tourism programmes.
Scopus Subject Areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management
- Repeat visitation
- Tourist behaviour
- Tourist spending