Abstract
Tourism marketing studies and knowledge of the motivations of tourists’ repeat visiting behaviour are highly fragmented even in an increasingly saturated marketplace. The success of a destination should be guided by a thorough analysis of tourist motivations to return to the destination. This study has three aims: to examine the travel motivations of repeat travellers, to determine whether there is a significant difference in travel motivations among travellers with different demographic and trip profiles, and to verify whether motivations and satisfaction are valid predictors of destination loyalty for return visitors. To accomplish these goals, this study considers the particular destination of the city of Rome, one of the most visited locations in the world. The objectives are pursued through quantitative analyses conducted on 232 questionnaires completed by visitors to Rome. Based on the results, this study confirms the previous literature on the topic and contributes some additional findings. Moreover, various managerial implications are proposed.
Highlights
In the tourism marketplace, the success of a destination depends on tourist motivations and the consequent interplay between tourist satisfaction and loyalty (Yoon, Uysal, 2005)
The motivations of first-time visitors should be considered; because retaining tourists is as important as attracting new ones, it is necessary to understand repeat travellers’ motivations to be able to create offerings that attract and retain tourists
In the tourist market context, this focus is growing and reaching maturity because retaining tourists is as important as attracting new ones
Summary
The success of a destination depends on tourist motivations and the consequent interplay between tourist satisfaction and loyalty (Yoon, Uysal, 2005). The concepts of motivation, tourism satisfaction, and destination loyalty are explored in the literature review that follows, as well as the sections covering the methods and the findings of this study. Product, service, or tourist – must be considered in multiple ways to capture travellers’ different motivations for visiting destinations and their different satisfaction levels and standards. The valuation of satisfaction – As observed in the above discussion, the evaluation of tourism satisfaction must be considered in multiple dimensions Due to this complexity, a measurement scale with multiple indicators was developed in the empirical analysis to incorporate the approaches used in the previous studies (Yoon, Uysal, 2005) to most effectively assess tourist satisfaction.
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