Incentive destination experiences as a revisitation influence: a qualitative perspective

Abstract

Incentive travel is motivational and used for rewarding achievement. This creates unforgettable memories but to revisit the same destination is an uncertainty because of influences and experiences. Understanding the influence of destination experiences is important for marketers who view repeat visitors as a stable source of revenue. This qualitative study included three in-depth interviews with incentive travel organisers and two semi-structured focus groups with incentive travellers who enabled a deeper insight and understanding of the complexities in reselecting an incentive destination. It is concluded that there are experiences which will and which will not influence the decision to revisit an incentive destination.