Repeat Visitation in Mature Sun and Sand Holiday Destinations

European sun and sand holiday destinations that emerged in the Mediterranean in the 1960s are currently facing competition from both new destinations and new tourist demands. One of the main characteristics of these destinations is the phenomenon of repeat visitation. This article analyzes the effect that repeat visitation rates have on the intention to revisit the destination and on tourists’ level of satisfaction. The results show firstly that despite the fact that repeat visitors are more likely to make a further visit to a destination, its main determinant is a high level of satisfaction. Secondly, the repeat visitation rate has only a limited effect on overall satisfaction. The study's conclusions also point to a tourists’ continued interest in sun and sand products, as well as highlight a need for the product's basic components to offer high quality levels to maintain client loyalty.