The fatal flaw in most intent to return literature

• Bob McKercher ^[1]
  1. [1] University of Queensland

     University of Queensland

     Australia

     
• Localización: Tourism recreation research, ISSN 0250-8281, Vol. 50, Nº. 1, 2025, págs. 178-181
• Idioma: inglés
• Enlaces
  • Texto completo
• Resumen

  • Most intent to return studies measure ‘intent’ using a single aspirational metric and not through the use of a time bound and probabilistic approach suggested in the core literature on this topic. As a result, studies tend to vastly over-exaggerate the likelihood of repeat visitation. This empirical study tests intent to return using a single metric and then a dual set of metrics and concludes that ‘intent’ may be overstated by up to 90%