Keywords
motivation
pull and push factor
Gilan
Iran
How to Cite
Abstract
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.
References
Aghajani H., Azkia M., 2015. Sociological analysis of the impact of tourism industry on regional development of Gilan Province (Case Study: Rasht, Iran). Journal of Social Development Studies 7(4): 7-28.
Aghayarihir M., Karimzadeh H., Khaleghi A., 2018. Analysis of the factors affecting the decision on the migration of villagers in the territory of behavioral geography (Case Study: Sina Rural District). Journal of Rural Research 9(1): 42-57.
Al-Haj Mohammad B.A.M., Matsom A.P., 2010. An analysis of push and pull travel motivations of foreign tourists to Jordan. International Journal of Business and Management 5(12): 41-50. DOI 10.5539/ijbm.v5n12p41.
Arlinghaus R., Mehner T., 2004. A management-orientated comparative analysis of urban and rural anglers living in a metropolis (Berlin, Germany). Environmental Management 33: 331-344. DOI 10.1007/s00267-004-0025-x.
Beard J., Ragheb M., 1983. Measuring leisure motivation. Journal of Leisure Research 15(3): 219-228. DOI 10.1080/00222216.1983.11969557.
Bideci M., Albayrak T., 2016. Motivations of the Russian and German tourists visiting pilgrimage site of Saint Nicholas Church. Tourism Management Perspectives 18: 10-13. DOI 10.1016/j.tmp.2015.12.022.
Bouzarjomehri Kh., 2014. Evaluation of social and cultural function of equipping, modernizing and integrating of rich field, case study: Neka. Journal of Geography and Urban and Regional Spatial Planning 12: 151-168.
Correia A., Oom do Valle P., Moço C., 2007. Modeling motivations and perceptions of Portuguese tourists. Journal of Business Research 60: 76-80. DOI 10.1016/j.jbus- res.2005.10.013.
Crompton J.L., 1979. Motivations for pleasure vacation. Annuals of Tourism Research 6(4): 408-424. DOI 10.1016/0160- 7383(79)90004-5.
Crompton J.L., McKay S.L., 1997. Motives of visitors attending festival events. Annals of Tourism Research 24(2): 425- 439. DOI 10.1016/S0160-7383(97)80010-2.
Deller D., 2010. Rural poverty, tourism and spatial heterogeneity. Annals of Tourism Research 37(1): 180-205. DOI 10.1016/j.annals.2009.09.001.
Devesa M., Laguna M., Palacios A., 2009. The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management 31: 547-552. DOI 10.1016/j. tourman.2009.06.006.
Durbarry R., 2002. The economic contribution of tourism in Mauritius. Annals of Tourism Research 29(3): 862-865. DOI 10.1016/S0160-7383(02)00008-7.
Esfandiari S., Nabiyan S., 2000. The impact of poverty on immigration from village to city in Iran. Agricultural Economics and Development 26(101): 21-27.
Esichaikul R., 2012. Travel motivations, behavior and requirements of European senior tourists to Thailand. Revista de tourism yoatrimonio cultura 10(2): 47-58. DOI 10.25145/j.pasos.2012.10.026.
Francioni Kraftchick J., Byrd E.T., Canziani B., Gladwell N.J., 2014. Understanding beer tourist motivation. Tourism Management Perspectives 12: 41-47. DOI 10.1016/j. tmp.2014.07.001.
Gnoth J., 1997. Tourism motivation and expectation formation. Annals of Tourism Research 24(2): 283-304. DOI 10.1016/S0160-7383(97)80002-3.
Gu X., Sheng L., Yuen C.Y., 2019. Inbound tourism, hospitality business, and market structure. Journal of Hospitality & Tourism Research 43(8): 1326-1335. DOI 10.1177/1096348019870574.
Guha S., 2009. Motivational push factors for visiting reenactment sites. In: Partial fulfillment of the requirements for the degree master of science. The Faculty of the Department of Hospitality Recreation and Tourism Management San Jose State University, California.
Habibi F., Mehran Rahmati M., Karimi A., 2018. Contribution of tourism to economic growth in Iran’s Provinces: GDM approach. Future Business Journal 4: 261-271. DOI 10.1016/j.fbj.2018.09.001.
He J.M., 2003. A study on rural tourism overseas. Tourism Tribune 18(1): 76-80.
Heitmann S., 2011. Tourist behaviour and tourist motivation. In: Robinson P., Heitmann S., Dieke P. (eds), Research themes for tourism, Oxfordshire. CAB International, UK: 31-44. DOI 10.1079/9781845936846.0031.
Hua Y., Yoo J.J.-E., 2011. Travel motivations of Mainland Chinese travelers to the United States. Journal of China Tourism Research 7(4): 355-376. DOI 10.1080/19388160.2011.627000.
Huang S., 2010. Measuring tourism motivation: Do scales matter? Tourismos 5(1): 153-162.
Jang S., Bai B., Hu C., Wu C.-M.E., 2009. Affect, travel motivation, and travel intention: A senior market. Journal of Hospitality & Tourism Research 33(1): 51-73.
Jang S., Cai L., 2002. Travel motivations and destination choice: A study of British outbound market. Journal of Travel & Tourism Marketing 13(3): 111-133. DOI 10.1177/1096348008329666.
Jang S.C., Wu C.M.E., 2006. Senior travel motivation and the influential factor: An examination of Taiwaness seniors. Tourism Management 27: 306-316. DOI 10.1016/j.tourman.2004.11.006.
Jomepour M., 2007. Relationship between the development level of villages in Tehran Province and migration to Tehran City. Quarterly Journal of Rural and Development 10(3): 55-27.
Kim J., Ritchie B.W., 2012. Motivation-based typology: An empirical study of golf tourists. Journal of Hospitality & Tourism Research 36(2): 251-280. DOI 10.1177/1096348010388661.
Kozak M., 2002. Comparative analysis of tourist motivations by nationality and destinations. Tourism Management 23: 221-232. DOI 10.1016/S0261-5177(01)00090-5.
Lai M.Y., Wang Y., Khoo-Lattimore C., 2020. Do food image and food neophobia affect tourist intention to visit a destination? The case of Australia. Journal of Travel Research 59(5): 928-949. DOI 10.1177/0047287519867144.
Lee Ch., Chang Ch.P., 2008. Tourism development and economic growth: A closer look at panels. Journal of Tourism Management 1(1): 110-182. DOI 10.1016/j.tourman.2007.02.013.
Leech N.L., Barrett K.C., Morgan G.A., 2005. SPSS for intermediate statistics: Use and interpretation, 2nd Edn. Lawrence Erlbaum Associates, Inc., Publishers, Mahwah, New Jersey. DOI 10.4324/9781410611420.
Liao C.-S., Chuang H.K., 2020. Tourist preferences for package tour attributes in tourism destination design and development. Journal of Vacation Marketing 26(2): 230-246. DOI 10.1177/1356766719880250.
Luo J.M., Ren L., 2020. Qualitative analysis of residents’ generativity motivation and behaviour in heritage tourism. Journal of Hospitality and Tourism Management 45: 124-130. DOI 10.1016/j.jhtm.2020.08.005.
Macintosh R.W., Goeldner C.R., 1986. Principles, practices, philosophies. Wiley, New York.
Mahmoudzadeh S.M., Mirhashemi A., Mir M., Anbarfurush F., 2014. Identification and prioritization of push and pull motivational factors affecting the development of war tourism (Case Study: Operational areas of Khuzestan province). Journal of Planning and Development Tourism 1: 110-129.
Matiza T., Slabbert E., 2020. South Africa’s place brand: A marketing axiom to South Africa as a tourism destination? Journal of Destination Marketing & Management 15: 100380. DOI 10.1016/j.jdmm.2019.100380.
Moureh J., 1994. Urban Spaces - Design and Management, Routledge, London.
Noriko I., Mototsugu F., 2007. Impacts of tourism and fiscal expenditure to remote islands: The case of the Amami islands in Japan. Applied Economics Letter 14: 661-666. DOI 10.1080/13504850500461423.
O’Leary S., Deegan J., 2005. Ireland’s image as a tourism destination in France: Attribute importance and per- formance. Journal of Travel Research 43(3): 247-256. DOI 10.1177/0047287504272025.
Pan S., Ryan C., 2007. Usage-motivations and determinants of satisfaction: The case of Pirongia Forest Park, New Zealand. Journal of Sustainable Tourism 15(3): 288-308. DOI 10.2167/jost662.0.
Park D.B., Yoon Y.S., 2009. Segmentation by motivation in rural tourism: A Korean case study. Tourism Management 30(1): 99-108. DOI 10.1016/j.tourman.2008.03.011.
Pereira V., Gupta J.J., Hussain S., 2019. Impact of travel motivation on tourist’s attitude toward destination: Evidence of mediating effect of destination image. Journal of Hospitality & Tourism Research. DOI 10.1177/1096348019887528.
Podoshen J.S., 2013. Dark tourism motivations: Simulation, emotional contagion and topographic comparison. Tourism Management 35: 263-271. DOI 10.1016/j.tourman.2012.08.002.
Prayag G., Hosany S., 2014. When Middle East meets West: Understanding the motives and perceptions of young tourists from United Arab Emirates. Tourism Management 40: 35-45. DOI 10.1016/j.tourman.2013.05.003.
Qelichi M.M., Murgante B., Yousefi Feshki M., Zarghamfard M., 2017. Urbanization patterns in Iran visualized through spatial auto-correlation analysis. Spatial Information Research 25: 627-633. DOI 10.1007/s41324-017-0128-0.
Rid W., Ezeuduji I.O., Pröbstl-Haider U., 2014. Segmentation by motivation for rural tourism activities in The Gambia. Tourism Management 40: 102-116. DOI 10.1016/j.tourman.2013.05.006.
Ridderstaat J., Croes R., Nijkamp P., 2014. Tourism and long- run economic growth in Aruba. International Journal of Tourism Research 16(5): 472-487. DOI 10.1002/jtr.1941.
Rivera D., Chandler J.A., Winslow H., 2010. Developing a profile of visitors at a North Carolina wine festival: Pilot test, Spring 2009. Consortium Journal of Hospitality & Tourism 14(2): 5.
Ryan C., Gu H., Zhang W., 2009. The context of Chinese tourism: An overview and implications for research. In: Ryan C., Gu H. (eds), Tourism in China: Destination, cultures and communities. Routledge, New York London: 327-336.
Safavi S.R., Skandarinodeh M., Alizadeh M., Khoshdelan M., 2017. Study of employment status in the tourism sector (case of Gilan province). Geographic Quarterly Journal 17(60): 21-38.
Sangpikul A., 2009. A comparative study of travel motivations between Asian and European tourists to Thailand. Journal of Hospitality and Tourism 7(1): 22-43.
Schubert F.S., Brida J.G., Risso W.A., 2010. The impacts of international tourism demand on economic growth of small economies dependent of tourism. Tourism Management 32(2): 377-385. DOI 10.1016/j.tourman.2010.03.007.
Seetanah B., 2011. Assessing the dynamic economic impact of tourism for island economic. Annals of Tourism Research 38(1): 291-308. DOI 10.1016/j.annals.2010.08.009.
Shakooei H., 1979. Urban environment. Pressed by University of Tabriz, Tabriz.
Shamsoddini A., Gorjian P., 2010. Effective factors in migrating villagers to cities, emphasizing migration network (case: Rostam-Do Village). Geographic Landscape 5(11): 87-105.
Sharpley R., 2008. Tourism, tourists and society. Routledge, London.
Sharpley R., Telfer D.J., 2015. Tourism and development: Concepts and issues. Channel View Pulications, Bristol, 2015 WTTC. Economic Research. WTTC, London.
Shia I., 2003. The necessity of urban management transformation in Iran. Journal of Geography and Development, Spring and Summer 3: 37-62.
Taher S.H.M., Jamal S.A., Sumarjan N., Aminudin N., 2015. Examining the structural relations among hikers’ assessment of pull-factors, satisfaction and revisit intentions: The case of mountain tourism in Malaysia. Journal of Outdoor Recreation and Tourism 12: 82-88. DOI 10.1016/j. jort.2015.11.012.
Truong T.L.H., Lenglet F., Mothe C., 2017. Destination distinctiveness: Concept, measurement, and impact on tourist satisfaction. Journal of Destination Marketing & Management 1-18. DOI 10.1016/j.jdmm.2017.04.004.
UNWTO, 2012. Yearbook of tourism statistics. UNWTO Publication. Online: www.unwto.org.
Utama I.G., Darma Putra I.N., Suradnya I.M., 2014. Confirmation on the motivation and satisfaction model of foreign senior tourists. International Journal of Scientific & Engineering Research 5(8): 1206-1215.
Uysal M., Jurowski C., 1994. Testing the push and pull factors. Annals of Tourism Research 21(4): 844-846. DOI 10.1016/0160-7383(94)90091-4.
Vigolo V., Simeoni F., Cassia F., Ugolini M.M., 2018. The effects of travel motivation on satisfaction: The case of older tourists. International Journal of Business and Social Science 9: 19-30.
Wang Y.C., 2006. The new form and model of development of rural tourism in China. Tourism Tribune 21(4): 6-8.
Wu M.Y., Pearce P.L., 2014. Chinese recreational vehicle users in Australia: A netnographic study of tourist motivation. Tourism Management 43: 22-35. DOI 10.1016/j. tourman.2014.01.010.
Yıldız M.S., Khan M.M., 2019. Factors affecting the choice of medical tourism destination: A case study of medical tourists from the Arab Region in Turkey. Journal of Health Management 21(4): 465-475. DOI 10.1177/0972063419884396.
Yosefi M., Marzuki A., 2015. An analysis of push and pull motivational factors of international tourists to Penang, Malaysia. International Journal of Hospitality & Tourism 16: 40-56. DOI 10.1080/15256480.2015.991987.
Yousaf S., Xiucheng F., 2018. Halal culinary and tourism marketing strategies on government websites: A preliminary analysis. Tourism Management 68: 423-443. DOI 10.1016/j.tourman.2018.04.006.
Zarghamfard M., Meshkini A., Pourahmad A., Murgante B., 2019. The pathology of housing policies in Iran: A criterion-based analysis. International Journal of Housing Markets and Analysis 13(3): 453-473. DOI 10.1108/IJH- MA-06-2019-0066.
Zhang Y., Peng Y., 2014. Understanding travel motivations of Chinese tourists visiting Cairns, Australia. Journal of Hospitality and Tourism Management 21: 44-53. DOI 10.1016/j.jhtm.2014.07.001.