First-time and repeat visitors to Orlando, Florida: a comparative analysis of destination satisfaction

The chapter compares first-time and repeat visitor satisfaction with Orlando, Florida. Factor analysis (PCA) of subjects' ratings on 22 'performance' attributes produced five factors: 'primary', 'secondary' and 'tertiary' attractions, 'facilitators' and 'transport plus'. A one-way between-groups multivariate analysis of variance identified a significant difference between first-time and repeat segments on the 'secondary' attractions; regression of overall tourist satisfaction with Orlando against the factors showed that 'secondary' attractions were the single most influential factor affecting tourists' overall satisfaction with Orlando. Subdivision of the sample into first-timer and repeater segments showed that the overall satisfaction of first-timers and repeaters was explained by different 'hierarchies' of factors. First-timers' overall satisfaction was explained by a four-factor model with 'facilitators' accounting for the dominant contribution and 'secondary' and 'primary' attractions also having significant influence. By comparison, repeater satisfaction was explained by a five-factor model with 'secondary' attractions carrying the most weight followed by 'primary' attractions and 'facilitators'.