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ABSTRACT
Repeat tourism represents a viable source market that provides a steady source of income for tourism managers. Specifically, only those destinations can rely on repeat tourism to survive in potentially difficult political, environmental or economic conditions who were classed as mature by Richard Butler in his concept of tourism areas cycle (TALC) in 1980. Although research confirms that tourists’ previous visitation influences their image perceptions and intention to frequent a destination, limited studies have aimed to identify these implications for sustainable development; specifically, how destinations can develop sustainably to attract and target tourists that are both financially and environmentally viable. This literature gap provides the impetus for this research note. Based on a sample of repeat tourists to South Africa (n = 337), four destination image factors were identified. The two factors, professionalism and experiential, contributed the most destination image variance for repeat South African tourists and also significantly predicted most of their behavioural intentions (i.e. repurchase intentions). Consequently, to develop a potentially sustainable market (e.g. repeat business travel) for a mature destination (South Africa), a focus on professionalism and providing an experience that encompasses the experiential factor items (i.e. fun and enjoyment) will entice positive behavioural intentions such as loyalty and positive word-of-mouth communication.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes on contributors
Anja Van Dyk is a travel consultant for Highland Tours and Travel. She has recently completed a Masters of Commerce degree in Tourism Management at the North-West University in Potchefstroom in South Africa.
Aaron Tkaczynski is a Senior Lecturer in tourism and events at the University of Queensland, Australia. His research expertise stems from market segmentation. Aaron is extremely interested in research into nature-based attractions, seasonality and cultural festivals.
Elmarie Slabbert is a Professor in Tourism Management at the School of Tourism Management, North-West University (South Africa). She completed her PhD in 2005 and is currently one of the senior researchers at TREES, focusing on travel behaviour, the socio-cultural impact of tourism and marketing issues.