Current trends in research on repeat tourism encompass various areas of investigation. Some prominent trends include:
Destination loyalty and satisfaction: Researchers are exploring the factors that contribute to destination loyalty and satisfaction among repeat tourists. This includes understanding the role of destination attributes, service quality, and overall visitor experience in fostering repeat visitation.
Relationship marketing and customer engagement: There is a growing interest in studying relationship-building strategies between destinations or tourism businesses and their repeat customers. This involves investigating personalized communication, loyalty programs, and social media engagement to foster long-term relationships with tourists.
Technology and digital platforms: Research is focused on examining the impact of technology on repeat tourism behavior. This includes studying the role of online travel platforms, mobile applications, virtual reality, and social media in influencing decision-making and enhancing the overall travel experience for repeat visitors.
Sustainability and responsible tourism: With an increasing emphasis on sustainability, researchers are investigating how sustainable practices can promote repeat tourism. This includes exploring eco-friendly initiatives, community involvement, ethical tourism practices, and responsible destination management.
Destination image and branding: The study of destination image formation and branding efforts has gained attention in understanding why tourists choose to revisit certain destinations repeatedly. Researchers analyze the influence of marketing campaigns, destination reputation, word-of-mouth recommendations, and social media presence on attracting return visitors.
Travel motivations and behavior analysis: Researchers are interested in uncovering the underlying motivations behind repeat travel behavior. This involves analyzing patterns in travel preferences, socio-demographic factors, psychographic characteristics, cultural aspects, and other influences that drive individuals to repeatedly visit specific destinations.
Post-pandemic recovery: In light of the COVID-19 pandemic’s impact on global tourism, current research focuses on understanding how destinations can recover from crises like pandemics or natural disasters to regain repeat visitation levels effectively.
By examining these current trends in research on repeat tourism, scholars aim to provide valuable insights for destination managers, marketers, and policymakers to develop effective strategies for attracting and retaining repeat tourists.
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