A Systematic Comparison of First-Time and Repeat Visitors via a Two-Phase Online Survey

A Systematic Comparison of First-Time and Repeat Visitors via a Two-Phase Online Survey Abstract: Tourism researchers report differences between first-time and repeat visitors in terms of their demographics, tripographics, destination perception, perceived value, and travel motivations. The majority of previous studies focus on comparing only one or a couple of these dimensions, with fragmented and sometimes conflicting findings. Consequently, the existing literature presents a rather mixed picture of the similarity and differences between the two groups. This article offers a systematic comparison of firsttime and repeat visitors via demographic and tripographic characteristics, travel planning behavior, preand post-trip congruency in travel activity preferences, and posttrip evaluation. The findings indicate that first-timers' behaviors are more tourism/travel oriented, while repeaters' behaviors demonstrate a recreation/activity orientation. Firsttimers are more active travel planners, while repeaters indicate more positive post-trip evaluations. Plus, on-site experiences influence the two groups' activity preferences.