The purpose of this paper was to consider the repeaters' perceptions of changes in respect of the overall quality of sample destinations by examining in two categories such as positive (or better) and negative (or worse). Data were collected by administering a qualitative survey among British tourists visiting Bodrum, located in south‐west part of Turkey, in the summer of 2004. Respondents were asked to indicate in which respects they had noticed any significant differences in comparison to their previous vacations in the same place. The attributes found to be better and worse than previous years were then ranked on the basis of percentage scores. This paper provides some clearer insights into repeat visitation for tourism destinations which can contribute to effective policy making by local tourism authorities and tourism service providers.
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