Applying Push and Pull Theory to Determine Domestic Visitors’ Tourism Motivations

Abstract

The purpose of the study was to determine the motivations driving domestic tourists’ travel decisions to Vietnam’s Central Highlands. These motivations are categorized as originating from within the tourists themselves (push) and as being shaped by the attractiveness and external attributes of the tourist destination in the Central Highlands (pull). Additionally, the study aimed to examine how demographic factors such as gender and age influence these motives. To conduct this research, the authors gathered relevant studies and expert opinions to construct a research model. A total of 745 visitors were surveyed over a period of more than two months. The collected data was quantitatively analyzed using two tools: SPSS and AMOS. The findings indicated that three factors impact push motivation: personal factors, escapism, and knowledge and cultural experiences. Furthermore, three elements influence pull motivation: destination information and accessibility, the destination’s unique image, and personal factors. Gender and age exhibited significant effects on these aspects at various levels, except for males, who had no influence on the escapism factor. These findings provide valuable insights for the Central Highlands tourism sector, enabling tourism managers and stakeholders to adjust their services and marketing strategies to better cater to the preferences and demands of domestic visitors. Moreover, the outcomes of this study could be applied to other regions with similarities, such as the Northwest region of Vietnam, the mountainous areas of the central provinces of Vietnam (challenging regions with diverse ethnic minorities), or analogous areas worldwide.

Push and Pull Factors Affecting Domestic Tourism in the Erongo Region, Namibia

“…This factor encompasses themes such as natural scenery, wide open space, excellent recreation facilities and famous attractions. This factor was previously reported by Ayoub and Mohamed (2024) and Duong et al (2023) as a key pull factor for domestic tourists.…”

“…For example, some of the reviewed studies (Matiza and Slabbert, 2023;Matiza and Kruger, 2022) analysed domestic tourists travel motivation from a COVID-19 perspective, making them inefficient in informing sustainable domestic tourism development. While others focused on single attractions (Moliner-Tena et al, 2023), tiny locations (Duong et al, 2023) and a single type of traveler (Yang et al, 2023). The present study attempts to fill these gaps.…”

“…In Mongolia, Oyunchimeg and Gantuya (2021) claim that excitement, self-exploratory relaxation and escapism, social achievement and togetherness are the most important push factors for domestic tourists. Furthermore, Duong et al (2023) identified personal factors, escapism, knowledge, and cultural experiences as key push factors for domestic tourists in Vietnam. According to Ayoub and Mohamed (2024), domestic tourists in Egypt are pushed to travel by their need for rest and relaxation, the need to enhance their ego, and novelty and knowledge-seeking.…”

“…Baniya and Paudel (2016) highlighted events and activities, adventure, and variety seeking as some of the top pull-motive constructs for domestic tourists. While a recent study by Duong et al (2023) noted destination information and accessibility, destination unique image, and personal factors as pull factors for domestic tourists. Along the same lines, Ayoub and Mohamed (2024) identified tourism facilities, environment and safety, and cultural and historical attractions as important pull factors for domestic tourists.…”

“…This factor includes themes such as relaxation, escaping from daily life, spending time with family and friends, sightseeing and disposable income. A remarkable number of past research studies have identified relaxation and escapism as a push factor for domestic tourists (Bui and Jolliffe, 2011;Mapingure et al (2019); Oyunchimeg and Gantuya (2021); Duong et al (2023); Ayoub and Mohamed, 2024).…”