Study on the difference of perceived destination attractiveness based on tourist experiences

As to the impact of tourist experiences on tourists' perceived destination the existing study literature is limited to the discussion about perceived image and perceived value rather than perceived destination attractiveness. First-time tourists and repeated visitors of a destination represent tourists with different tourist experiences. The purpose of this paper is to explore their perceived attractiveness of destinations and disparity. Nankun Mountain Ecological Area， Guangdong Province， a rapid developing tourist destination with considerable repeated tourists，is selected as a survey site and an empirical study is conducted through in-depth interviews and questionnaire survey. The results indicate that perceived destination attractiveness includes two dimensions of total environmental attractiveness and sightseeing experience attractiveness. Repeated visitors have significantly higher perception of total environmental attractiveness than first-time tourists， whereas there is no significant difference in terms of the perception of sightseeing experience attractiveness. This study conclusion is of stronger enlightening significance to the development of destinations and marketing practice