This research aims to identify the pull and push factors that are effective for tourists travelling to Gilan province and classifying their motivations into key factors. Data were collected using a questionnaire. A total of 20 motives, including 11 push factors and 9 pull factors, were investigated. The sample size of the study was 390 people. For data analysis, single-sample t-test and factor analysis were used. The results showed that the average total pull motive was greater than the push motive. Motives were divided into three main factors: ‘nature-based tourism and spiritual regeneration’, ‘place dependency and the purchase of agricultural products’ and ‘lifestyle’. It should be noted that the ‘nature-based tourism and spiritual regeneration’ was found to be the most important factor for travelling to Gilan province.