Related works in tourism studies
Most stakeholders in the tourism industry prefer repeaters, and invest much to attract and nurture loyal visitors, but like many other types of consumers, tourists show a variety-seeking behavior (Kemperman et al. 2000; Jang et al. 2007). Even repeating visitors usually return to the same tourism destination after some time rather than immediately, and the reasons for their return are quite complex (Kozak 2001). Little is known about how the contrast of tourist experience can affect their enjoyment or satisfaction. The present study believes that the difference in the sequence of visiting, which leads to the contrast of different tourist experiences, affects the judgment of tourists regarding their satisfaction. The results of this study will help travel agencies to improve their services, especially for arranging guided tours. The hypothesis is important for tourism-related information providers (websites, publishers) in organizing the information and spotlighting promotions.