Studying factors influencing repeat visitation of cultural tourists

Abstract

This study identifies factors determining repeat visitation of cultural tourists, a market particularly motivated by novelty and thus theoretically less loyal to positively experienced destinations. After a conceptual discussion of the potential role of repeat visitation in the cultural tourism context, binary regression analysis, applied to the data collected in a European research project, identifies factors explaining repeat visitation. Differences between domestic and international tourists are also discussed. Results should contribute to a better understanding of the cultural tourist market and to the development of differentiated marketing strategies enhancing repeat visitation within this market.