Examining Stakeholder Perspectives and Strategies on Motivational and Experiential Aspects of Repeat Tourism

Purpose: Although destination loyalty has been extensively studied within the context of tourism, there has been a notable lack of significant efforts to examine repeat tourism from the perspectives of multiple stakeholders. Based on stakeholder theory, this article aims to examine the viewpoints of a variety of stakeholders towards development of repeat tourism. Design: 25 stakeholders representing both private and public sector of tourism operations participated in the study including government, hospitality, DMOs, academic and special interest tourism institutions. Data were collected through an in-depth interview with the participants in India. Owing to its vast geographical expanse, coupled with emerging destinations and evolving infrastructure India presents a diverse range of opportunities for repeat tourism. Results: The stakeholders emphasised that the sociocultural diversity of India was the key factor that attracts tourists to enjoy a uniquely rewarding experience. The data were analysed using Leximancer, a sophisticated text mining tool. The findings emphasize the role of Design Science in Tourism (DST) framework to evaluate and integrate planning and implementation of strategies for the development of a repeat tourist market. Originality: Attaining success in repeat tourism is a complex process and this study provides a multistakeholder outlook for the success of repeat tourists’ destinations. The study concludes with the theoretical and managerial contributions of the findings and highlights potential future research directions.

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MTCON'25: the 6th Conference on Managing Tourism Across Continents : tourism for a better world

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