Understanding visitor experience in an exotic destination: the moderating role of visit history on satisfaction and behavioural intentions
Abstract
Despite growing interest in experience-based tourism, limited research has explored how first-time and repeat visitors engage with exotic destinations through distinct experiential pathways. This study addresses this gap by examining how key visitor experience attributes shape visitor satisfaction and behavioural intentions. Data from 433 international visitors to Tonga were analysed using hierarchical multiple regression. Results reveal that first-time visitors prioritise service quality and activity-based engagement, while repeat visitors value local culture and product experiences. These findings highlight how visitor segments perceive travel experiences differently and provide insights to support targeted, sustainable tourism in culturally distinctive exotic destinations.
Fields of Study & Subjects
Diverse Aspects of Tourism Research
Recreation
Leisure
Wilderness Management
Place Attachment and Urban Studies
Publication details
- Journal / source
- Journal of Travel & Tourism Marketing
- Publisher
- Informa UK Limited
- Volume
- 43
- Issue
- 1
- Pages
- 113–132
- Publication date
- 2 January 2026
- Language
- EN