Pearce, Philip, and Moscardo, Gianna (2001) 'Been already and done it before': understanding visitors repeating trips to the Great Barrier Reef. In: Proceedings of the 11th Australian Tourism and Hospitality Research Conference. pp. 268-280. From: CAUTHE 2001: Capitalising on Research, 7-10 February 2001, Canberra, ACT, Australia.

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Abstract

An enhanced categorisation of repeat visitors is developed in this paper. Four kinds of returning visitors were identified from amongst those who were repeating a visit to the Great Barrier Reef (GBR) while on the one overall holiday in the region. There were people who seek the same experiences in the same sub-regional location, those who seek different experiences in the same sub-regional location, those who seek the same experiences in a new sub-regional location and those who seek different experiences in a new sub-regional location. An analysis of 6,903 reef visitors identified over 1850 ·travellers who visited the GBR at least twice during their present holiday. Detailed analyses of visitor demographics, motivation, activities, satisfaction and images showed that the four visitor types had distinctive profiles. In particular domestic repeat visitors were more common in the same location categories while international visitors were more likely to repeat in the different sub-regional locations, sometimes with the same pursuits, sometimes not. Evidence from the group profiles indicated that international repeat visitors were not as satisfied with interpretation and information provision as their domestic counterparts. Repeat visitation analysis, it can be argued, is imperative if Australian tourism management is to respond well to the demanding international repeat visitor market.

Item ID:	14615
Item Type:	Conference Item (Research - E1)
ISBN:	978-0-85889-832-5
Keywords:	Great Barrier Reef; repeat visitors; tourism
Date Deposited:	21 Sep 2017 03:23
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes:	90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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