European travelers’ return likelihood and satisfaction with Mediterranean sun-and-sand destinations

Abstract

Drawing on the literature on visitor satisfaction, return likelihood, and customer segmentation, this study applies a Chi-square Automatic Identification Detector segmentation technique to segment European visitors on their likelihood to revisit selected Mediterranean sun-and-sand destinations. The Chi-square Automatic Identification Detector procedure distinguishes five segments in terms of return likelihood, with different levels of satisfaction according to the respondents’ repeat visit status, occupation, and country of residence. The findings are further discussed in the framework of the literature on return likelihood. Marketing implications and suggestions for Mediterranean sun-and-sand destination managers are also presented.