First-time and Repeat Visitors to Langkawi Island, Malaysia

Abstract

Abstract Popular holiday destinations are usually visited by both first-time and repeat visitors. When its number of repeat visitors is high, the destination can be considered as being attractive and having a high value of destination image. This paper analyzes the composition and travel behavior of first-time and repeat visitors to Langkawi Island, Malaysia. Using non-probability sampling technique, a target sample of 500 was chosen. Questionnaires were distributed to visitors on the main island of Langkawi. Four hundred and eighty-two completed data were analyzed using descriptive analysis. Of the 482 respondents, 187 (38.8%) were first-time visitors and the remaining 295 (61.2%) were repeat visitors. The results indicate that there are significant differences and similarities between first-time and repeat visitors in their demographic characteristics and trip behaviors. First-time visitors stayed on the island for a shorter period of time compared to repeaters. Their primary purpose of travelling to the island was for leisure. Both segments of visitors preferred to stay at hotels or rent houses or rooms. Although the first-time and repeat visitors said they were satisfied with their visits, they complained about some of the facilities and services deemed as sub-standard. However, repeat visitors were found to be significantly more loyal compared to the first-timers. The results reveal that both visitor groups are equally important for the long-term sustainability of the destination. Thus, destination managers must strive to achieve a collective balance between both categories of travellers.