Resumen de First-time and repeaters tourists in Santiago de Compostela

María Pilar Murias Fernández, David Rodríguez González, Ewa Pawlowska

• Although loyalty has become a crucial question in destination management, there is no agreement in the tourism literature on the profitability and travel behavior of repeaters. The present study analyzes the differences between repeat and first-time visitors to Santiago de Compostela. The study could help to orientate marketing choices and formulate more effective policies by a better understanding of both group characteristics. The results show a few significant differences between the two types of tourist, specially related loyalty (posttravel).

  Empirical data were collected through surveys from tourists who visited Santiago de Compostela during the 2010 Holy Year.