COMPARING FIRST-TIME AND REPEAT VISITORS ACTIVITY PATTERNS

Abstract

<p>This article compares activity patterns of first-time and repeat visitors in a theme park. A sequence alignment method and CHAID are used to classify the visitors with regard to their activity patterns and identify predictor variables. The results indicate that first-time and repeat visitors differ in their activity patterns in the park, specifically with respect to the order of activities chosen. First-time visitors follow a strict route in the park, while repeaters have a more diverse activity pattern. However, the difference between the two groups is reduced when first-time visitors use information about the available activities in the park.</p>