Choice of attraction patterns among international repeat tourists: a lesson from Tanzania

Purpose This study aims to unlock the choices of attraction patterns among international repeat tourists in Tanzania. Design/methodology/approach Cluster analysis and cross tabulation was employed to identify decision-making criteria from 1,550 international repeat tourists who visited Tanzania between November 2022 and July 2023. Findings Results from cluster analysis revealed seven distinct preferred attraction patterns, the leading three include wildlife-oriented (34.9%); a blend of culture and beach activities (16.9%) and a mix of wildlife, culture and beach experiences (16.6%). Chi-square results indicated a significant association between pattern choice and age, sex, education level and region of origin (p-value = 0.000, <0.05) for all variables. Additionally, it has been revealed that repeat tourists prefer a combination of attractions from different categories rather than favouring attractions from a similar category apart from the wildlife category. Research limitations/implications This study focuses only on international repeat tourists. Domestic repeat tourists may also provide other interesting patterns. Originality/value By revealing attraction patterns preferred by repeat tourists, tour providers will have the light on the basis for segmenting them based on their attraction's choices. Therefore, they will be able to design products and services according to their requirements.