An empirical study on a typology of repeat visitors

Research Project

Project/Area Number	26360089
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Multi-year Fund
Section	一般
Research Field	Tourism Studies
Research Institution	Kyushu Sangyo University
Principal Investigator	Okata Yuko 九州産業大学, 商学部, 准教授 (30390313)
Project Period (FY)	2014-04-01 – 2017-03-31
Project Status	Completed (Fiscal Year 2016)
Budget Amount *help	¥3,510,000 (Direct Cost: ¥2,700,000、Indirect Cost: ¥810,000) Fiscal Year 2016: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000) Fiscal Year 2015: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000) Fiscal Year 2014: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Keywords	リピーター / 観光地 / マーケティング / 観光行動 / 旅行動機 / 旅行者行動 / 観光心理 / 観光マーケティング / 旅行者心理 / 観光地マーケティング
Outline of Final Research Achievements	This study reports on an empirical study of the psychological and behavioral characteristics of repeat visitors to a certain travel destination. Three motivational factors driving repeat visit behavior are identified: Emotion, Function, and Change and Compensation. Based on motivational differences, repeat visitors are typologized into four groups: Fan, Habit, Regret, and Low-involvement. Especially, Fan type repeat visitors shows unique travel characteristics. Implications of the study for destination marketing are also discussed.

Report

(4 results)