The Research on the Factors of Tourists' Willingness to Revisit in Tourism Marketing

Wu Chao-Sen

This study explored the effect of tourism motivation, travel satisfaction and willingness to revisit Taiwan. A total of 350 copies of the questionnaire were issued, and 313 responses were deemed to be valid, yielding a return rate of 85.9%, and the data were analyzed using correlation Analysis, regression analysis and path Analysis. This study provided the following conclusions: 1. Tourism motivation and travel satisfaction had a positive effect on the willingness of tourists to revisit a destination. 2. Travel satisfaction acts as a mediator between tourism motivation and the willingness of tourists to revisit. It is also a key factor affecting the probability of tourists revisiting. As a result, the tourism industry must increase tourists’ travel satisfaction to increase the likelihood of them revisiting.