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Journal of Travel Research
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Exploration Versus Acquisition: A Comparison of First-Time and Repeat Visitors

Anita L. S. Lau

Hong Kong Polytechnic University

Bob McKercher

School of Hotel and Tourism Management at the Hong Kong Polytechnic University

This article reports on a study of the motives for visiting and intended activities of first-time and repeat pleasure tourists to Hong Kong. The study revealed significant differences in motivation that resulted in the intention to participate in different activities. First-time visitors were motivated to visit Hong Kong to explore, while repeat visitors came to consume. First-time visitors intended to participate in a wide range of geographically dispersed activities, while repeat visitors intended to shop, dine, and spend time with family and friends.

Key Words: motivation • first-time visitation • repeat visitation • Hong Kong

Journal of Travel Research, Vol. 42, No. 3, 279-285 (2004)
DOI: 10.1177/0047287503257502
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