Study of travel motivation and visit intention: The mediating role of perceived risks and travel constraints

Abstract

The motivation to travel has been extensively studied, as it plays a crucial role in influencing people's travel decisions. Various theories have been proposed to explain travel behavior, including allocentric, psychocentric, push-pull factors, TPC, and TCL. This study delves into the impacts of perceived risks and travel constraints on Japanese people's motivation to travel to Mongolia, employing the push-pull theory as a framework. In the questionnaire survey, 142 Japanese citizens were selected by simple random sampling method, and the survey was conducted in Japanese and English between April and May 2023. The collected data were analysed using IBM SPSS 26 and SmartPLS 4 software. Out of the seven proposed hypotheses, four were confirmed and three were rejected. When examining risk/constraints as mediating variables, the results revealed that push motivation did not significantly influence travel intention, while pull factors demonstrated a statistically significant relationship. Furthermore, two and three variables were identified to characterize the push and pull factors that drive Japanese people's travel decisions. Two segments of travellers were also identified: those seeking nature-based experiences and those interested in historical and cultural attractions. These findings may guide tourism business operators seeking to attract Japanese travellers to Mongolia.