Motivations between First-time and Repeat Business Visitors: A Confirmatory Factor Analysis Approach

Abstract

Understanding tourism motivations is now seen as a very
useful tool for tourism marketers to increase their patronage and profits.
The purpose of this study is to identify systematic differences of
particular determinant motivations for business trips across two types of
visitors. The study used quantitative methodology. The paper employed
the following statistic techniques: the exploratory factor analysis,
confirmatory factor analysis, t-test analysis to identify two different
segments among business visitors. The study found that business visitors
for a single work related trip were more likely to travel with motives,
including the motives of seeking educational values, exploration of the
novel, career enhancement, and opportunity for travel. It is therefore
crucial that tourist managers recognize that repeat visitors were more
likely to traveling with recreational associated reasons than these first
timers, such as: see new things ， experience different culture and
sightseeing. Theoretical and marketing implications were discussed.