MOTIVATIONAL DECISIONS, SATISFACTION, AND REVISIT BEHAVIOR OF DOMESTIC TOURISTS: AN EMPIRICAL ANALYSIS

Abstract

This study sought to investigate the effect of push and pull motivation factors on the satisfaction, and revisit behaviour of domestic tourists. A survey was conducted on a sample of 258 domestic tourists visiting Machakos People’s Park in Kenya, where quantitative data was collected through a structured questionnaire and analyzed by descriptive and inferential statistics using the SPSS software. The findings revealed that both push and pull motivational factors affected the satisfaction of domestic tourists, and that satisfaction positively affected revisitation. These findings are instrumental for theory, policy and practice among relevant stakeholders in revitalizing the role of domestic tourism. The three variables in the current study are intricately interrelated. Tourism industry players could base on this associations to tailor their operations and marketing strategies towards invigorating domestic tourism.