Motivations Of Repeat Visits: A Longitudinal Study in Xiamen, China

ABSTRACT This article reports on an empirical study of the motivations behind tourists' repeat visits to an urban destination from a longitudinal perspective. The study was conducted in Xiamen, a coastal city in Southeast China, which offers leisure lifestyles and attracts repeat visits. Six motivational factors driving repeat visit intentions are identified using exploratory factor analysis. Based on motivational differences, repeat visitors are typologized using K-means cluster analysis into four groups: Externally driven repeaters, Memory recallers, Novelty seekers, and Special interest repeaters. Implications of the study for destination marketing and management are also discussed.

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