Impact of Tourist Experiences in Tour Packages on Intention to Repeat

Abstract

This study quantitatively examines to identify the relationship between the overall tour package experience and repeat visitation and to analyse how specific components of a tour package influence tourists’ intentions to revisit. Data were collected via a structured questionnaire from 653 tourists who had previously travelled with tour packages, focusing on experience, perceived value, and overall experience. Statistical analyses, including correlation, regression, and factor analysis, revealed a significant relationship between tour package experience and intention to revisit. Key predictors of repeat visitation included the quality of accommodation, various activities, customer service, and perceived value. Correlation analysis showed that educational level, aesthetic appreciation, and prior experiences significantly influence repeat visit intentions. The regression model highlighted the positive impact of education (β = .339, p < .000), aesthetics (β = .434, p < .000), and repeat experiences (β = .114, p < .002) on the overall tour package experience, whereas entertainment and escapism had a negative impact. Factor analysis indicated that the tourist experience is multifaceted, with educational, aesthetic, and experiential factors contributing uniquely to overall satisfaction and repeat visitation. Tour operators and destination managers should enhance their packages’ educational and aesthetic aspects while ensuring high customer service and value for money to foster customer loyalty and encourage repeat visitation. This research provides valuable insights into the critical components of tour packages that drive repeat visitation and underscores the significance of comprehensive packages in promoting sustainable tourism development. Future research could explore the impact of digital and personalised tour packages on repeat visitation.