A Comparative Study of Travel Activities, Travel Expenditures and Information Use between First - Time Visitors and Repeat Visitors: Based on Jeju and Gangwon Tour

Sung-Mi Lee; Park deukhee; Junghye Kah

doi:10.17086/JTS.2016.40.3.143.158

This study aims to understand differences among travel activities (planned and participated), travel expenditures, and information use between first-time and repeat visitors. Fifteen travel activities were identified from the related literature in order to measure levels of travel activities planned and involved. Moreover, travel expenditures were categorized into accommodation, food, entertainment, shopping, sightseeing, and transportation. Information use was tested in two phases, before and during trips. First, the results indicate that the number of prior visits of repeat visitors to the destination during the past year is reported to be more than four times. Second, repeat visitors are more likely to plan and participate in travel activities and spend money on accommodations and entertainment than are first-time visitors. Third, repeat visitors are more likely to use word of mouth before trips, and cell phone and navigation during trips, to obtain travel information than are first-time visitors. By understanding the results of this research, tourism destination marketers can understand the economic value of repeat visitors, and hence should develop marketing strategies focusing on repeat visitors.

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