Abstract

Revisit intention has been highlighted as an important research topic in competitive market of tourism destinations. Despite the considerable number of research on repeat visitors, it remains unclear why people undertake repeat visits and what kind of characteristics hold repeat visitors. This research aims to identify factors influencing repeat visitors to Sabah, Malaysia. The results of this study indicated that “destination image” and “relaxation and recreation” were the most important destination attributes and travel motives for repeat visitors to Sabah. Concerning their perception on destination loyalty, the study revealed that respondents were loyal to Sabah, intent to revisit and recommended Sabah as a holiday destination.

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