Repeat tourism, destination image and behavioural intentions: implications for sustainable development in South Africa

Repeat tourism represents a viable source market that provides a steady source of income for tourism managers. Specifically, only those destinations can rely on repeat tourism to survive in potentially difficult political, environmental or economic conditions who were classed as mature by Richard Butler in his concept of tourism areas cycle (TALC) in 1980. Although research confirms that tourists’ previous visitation influences their image perceptions and intention to frequent a destination, limited studies have aimed to identify these implications for sustainable development; specifically, how destinations can develop sustainably to attract and target tourists that are both financially and environmentally viable. This literature gap provides the impetus for this research note. Based on a sample of repeat tourists to South Africa (n = 337), four destination image factors were identified. The two factors, professionalism and experiential, contributed the most destination image variance for repeat South African tourists and also significantly predicted most of their behavioural intentions (i.e. repurchase intentions). Consequently, to develop a potentially sustainable market (e.g. repeat business travel) for a mature destination (South Africa), a focus on professionalism and providing an experience that encompasses the experiential factor items (i.e. fun and enjoyment) will entice positive behavioural intentions such as loyalty and positive word-of-mouth communication.