Several studies in tourism point to a positive relationship between tourist satisfac- tion and a desire to return (Kozak, 2001; Bigné, Sánchez, & Sánchez, 2001; Yoon & Uysal, 2005). Moutinho (2001) suggests that a tourist’s initial trial experience is antecedent to satisfaction and whether the individual becomes a repeat visitor. Kozak (2001) claims that increasing satisfaction will result in increased repeat visits in the absence of counter moves by competitors. Furthermore, Lehto, O’Leary, and Morrison (2004) indicate that repeat visitors may have different expectations if they visit different attractions in the destination or participate in different activities.