Differences in travel objectives between first‐time and repeat tourists: An empirical analysis for the Kansai area in Japan

Abstract

This study investigates the differences in travel objectives between fi rst-time and repeat tourists. We conduct a questionnaire survey of travel agencies, which asked about specifi c tour plan for target tourists, their experiences and travel objectives in the Kansai area in Japan. We estimate a logit model for the relationship between travel objectives and visiting experiences. The results indicate that the fi rst-time tourists' main objective is to enjoy looking around sightseeing spots, while the repeat tourists' objective is simply to enjoy the stay, including the hotel visit and participating in events. Copyright © 2010 John Wiley & Sons, Ltd. Received 19 September 2009; Revised 16 February 2010; Accepted 1 March 2010 Keywords: fi rst-time tourists; repeat tourists; visiting experiences; logit model. utler (1999, 2004) pointed out that to preserve sightseeing spots, it is important not to increase the number of tourists but rather to encourage previous tourists to visit an area again. This paper examines how repeat tourists differ from fi rst-time tourists in terms of their travel objectives. This analysis provides an important clue to understanding why a fi rst-time visitor becomes a repeat visitor or what type of fi rst-time visitor becomes a repeat visitor. We also distinguish between the sightseeing spot's attractiveness for fi rst-time tourists and for repeat tourists by investigating the changes in each type of visitor's objectives. This research is also useful when promoting a sightseeing spot that corresponds to a particular visit frequency.We conducted a questionnaire survey of travel agencies to create a tourist database of visitor characteristics, frequency of visits and travel objectives for the Kansai area, which includes Kyoto, the most popular sightseeing spot in Japan (see Figure 1). Our approach, which conducts questionnaire survey to travel agencies, is an unique approach in this type researches. But travel agencies are always facing travel demand market and analyzing tourists' tastes. We consider that they know the tourists' tastes exactly, so to conduct a questionnaire survey to the travel agencies is more comprehensive than to conduct a questionnaire survey to tourists themselves. The latter is also expensive because we have to collect a large number of answer sheets to cover most of the sightseeing spots in Kansai area. Exactly speaking, our research is to analyse the travel agencies' viewpoint for the differences between fi rst-time visitors and repeat visitors. However, to conduct a questionnaire survey for tourists' characteristics or objectives in a wide area like Kansai, this type survey is inexpensive and useful for the purpose of our research. The results of our paper will also make clear the advantages of our approach in the rest of the paper. We estimate a logit model to analyse the relationship between the objectives of the tourists and their visit frequency. The results indicate that there are two types of tourists: one whose main objective is sightseeing and an...

Length of Stay: Price and Income Semi‐Elasticities at Different Destinations in Italy

“…One possible explanation of these features could be the change in preferences of tourists, who choose several short holidays rather than just one longer. At our knowledge, there are few studies that try to pursue this line of research, highlighting short‐ and long‐holiday makers' preferences; one example can be found in the analysis proposed by Okamura and Fukushige (), which investigates the differences in travel objectives of the two types of travellers at a given destination. Using a different perspective, based on holidays, and distinguishing between short and long stays, Alegre et al (), instead, describe the characteristics of those tourists that are more likely to choose short rather than long holidays by defining a membership function.…”

Data Mining in Tourism Data Analysis: Inbound Visitors to Japan

“…Similarly, this concept could be applied to the body of tourism literature, which finds a significant correlation between satisfaction and future intention to return (Gallarza and Saura 2006; Hernández Lobato, Solis-Radilla, and Moliner-Tena 2006). A number of articles have examined differences between first-time and repeat visitors (Woodside and Lysonski 1987; Lupton 1997; Okamura and Fukushige 2010; Fuchs and Reichel 2011) and have established that repeat visitors are more likely to choose the same destination. First-timers will reduce their stereotypes and obtain a better and deeper understanding of a destination (Pool 1965).…”

“…Japan” was mainly unsuccessful in advertising Japan as a desirable tourism destination, and in spite of government interest in promoting Japan, it did not go beyond simple promotion. Okamura and Fukushige’s (2010) research on international tourists to Japan looked into the differences between first-time visitors and repeat visitors to the Kansai area of Japan and found that first-time visitors were interested in sightseeing, while repeat tourists were more involved and interested in participating in events. Such relatively limited existing research emphasizes the need for additional empirical research about Japan as a destination for purposes of its destination marketing.…”

“…However, only a limited amount of research has been carried out regarding international tourism in Japan, and it is mainly qualitative in nature and includes very little empirical research. By contrast, extensive contributions that employ various qualitative and quantitative methodologies applied to research on customer satisfaction and behavioral intentions for specific destinations have enriched the current body of literature (Buhalis 1999; Pearce 2014; Som and Badarneh 2011; Okamura and Fukushige 2010; Uzama 2009; Park and Gretzel 2007; Liu, Siguaw, and Enz 2008; Pizam, Neumann, and Reichel 1978). The existing literature is nevertheless not comprehensive, and technological advances have led to methodological and statistical advancements that provide opportunities to take a broader view on tourism behavior for destination marketing by using data mining techniques (Goh, Law, and Mok 2008).…”