In many tourist markets, a signifi cant proportion of tourists are repeaters. In general,
satisfaction with a holiday is thought to lead to intention of re-visiting the destination,
and this is also demonstrated in many tourism studies (See Table 1). Even if tourists do
not intend to come back, their satisfaction is still important. Word-of-mouth (WOM)
from friends and relatives, who have visited a destination, is an important source of
information for those who might like to visit, although its relation to satisfaction has
yet to be investigated. Th ere is a range of socio-demographic and trip-related characteristics
that may impact satisfaction elements, overall satisfaction with the holiday, and
intention to return. However, even if tourists are satisfi ed, they may not intend to return
during the next few years because they want to experience other destinations. Th is
phenomenon known as variety seeking or novelty seeking behaviour (Jang & Feng,