A Probability of Revisitation Model: The Case of Winter Visits to the Grand Canyon

This paper finds that on average first-time visitors to the Grand Canyon are willing to travel significantly greater distances than repeat visitors. These findings are based upon a binary logit model of repeat visitations estimated from a recent sample of Grand Canyon visitors. This model expresses the probability of repeat visitation as a function of distance travelled and visitor demographic profiles. Included among the demographic characteristics are income, available leisure time, and the number of previous visits. An important managerial implication of this study - not only for the Grand Canyon but also for other tourist destinations - is the value of ‘probability of revisitation’ approach in identifying subtle market fragments. This opens the door to sophisticated marketing strategies that, in this case, cater to the separate needs and desires of repeat and first-time visitors to enhance revenue possibilities.