CULTURAL DETERMINANTS OF TOURIST INTENTION TO RETURN

Abstract

Repeat visitation is one aspect of economically sustainable tourism. While there is a significant body of research relative to travel motivation and destination choice, it has largely focused on the first-time leisure visitor. This article considers the criteria by which tourists decide to return to a destination. It also analyzes the effect of culture and nationality on the intention to return. A comparison of US, Japanese, and Chinese tourists in Hawaii found that there are significant differences in their decision-making criteria relative to repeat visitation. Japanese tourists indicate a high intent to return to destinations that are fun and relaxing, while US visitors indicate intent to return based on a desire to learn more about the culture and the people. Chinese visitors showed greater similarity to US than to Japanese tourists. The study also found that reported intent does not always correspond to actual behavior. Japanese visitors report higher intent than US visitors to return to Hawaii, while US visitors actually return at a much higher rate.