This study developed and tested a structural model in examining the effects of mainland Chinese visitors' travel motivation, past experience, perceived constraint, and attitude on their intention of revisiting Hong Kong. Data were collected through telephone interviews (n = 501) in Beijing and analyzed using structural equation modeling. Findings indicate that one of travel motivation's underlying dimensions, shopping, positively affected Beijing tourists' revisit intention to Hong Kong; past experience, as measured by the number of prior visits and satisfaction, also positively influenced revisit intention. Disinterest was the only constraint factor significantly negating revisit intention. In addition, attitude was found to play a significant mediating role in the total effect of satisfaction on revisit intention. Results suggest that in addition to further strengthening Hong Kong's “shopping paradise” image, destination marketers and managers should promote more novel features of local attractions and appeal to the relaxation need of repeat visitors.
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