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| A STUDY ON RELATIONSHIP BETWEEN TOURIST'S MOTIVATION AND RE-VISITATION INTENTION: BASED ON LOGISTIC MODEL |
| MAO Xiao-gang, SONG Jin-ping |
| School of Geography and Remote Sensing Science, Beijing Normal University, Beijing 100875, China |
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Abstract Finding out tourists' motivation and the motivations which give them the possibility of re-visitation plays an importance role in the management of tourism destinations. This paper discussed the relationship between the tourist's motivation and the intention of their re-visitation by making questionnaires online. Six factors which affect tourist s' motivation are found out by factor analysis and principal component analysis of these questionnaires, which are the motivation of leisure, the motivation of further study, the motivation of searching new things, the motivation of gaining reputation, the motivation of emotional communication and the motivation of searching stimulate. Then the relationship between the motivation of tourism and the activity of re-visitation are measures based on the logistic regression model. The results shows that tourist's motivation actually affects tourists re-visitation decisions, but not all of the tourists' motivation puts influence on intention to re-visitation. According to the results of the relationship between the tourist's motivation and re-visitation intention, the paper brings about the following suggestions. Firstly, based on the strong relationship between the intension to re-visitation and the motivation of the leisure, the managers of tourism destinations should make great efforts to perfect the function of leisure, so as to improve the probability of re-visitation of destinations. Secondly, the managers of destinations should increase mining the characteristics of tourist products for those who have advantage resources of folk, culture, geology, archaeology, and so on. Lastly, the managers of the destinations should continue to promote tourism product upgrading and promote the formats of products innovating in order to meet the requirement of tourists experience improving constantly.
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Received: 04 April 2011
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2011, Vol. 26 
