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Numerous studies on destination marketing assume that repeat visitors are a more attractive market segment than first-time visitors. The current study questions this assertion, by focusing separately on the balance between economic potential, as determined by tourists' spending, and risk....

Shani, A.; Reichel, A.; Croes, R.
Sage Publications, Thousand Oaks, USA
Journal of Travel Research, 2012, 51, 2, pp 166-177