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...