Abstract
The objectives of this study are: (1) To identify and explain the push and pull factors which influence on tourists’ behavioural intention (2) To identify the influence of push and pull factors on tourist satisfaction; (3) To investigate and explain regarding role of tourist satisfaction as the mediation that will have an effect between push and pull factors on tourists’ behavioural intention. The findings show that push factors positively significant on tourists’ behavioural intention, but pull factors is not significant on tourists’ behavioural intention. Furthermore, the push factors are not significant influencing on tourist satisfaction, however, pull factors significantly influence the tourist satisfaction, and tourist satisfaction positevly significant on tourists’ behavioural intention. In medition effect test, the result indicated that tourist satisfaction significantly mediated the relationships between push factors and tourists’ behavioural intention. On the other hand, tourist satisfaction is also significantly mediating pull factors and tourists’ behavioural intention.
Highlights
Tourist destination competitiveness is very much dependent upon the destination resources and a uniqe value of tourist attractions as tourists’ pull and push factors
The convergent validity was assessed by outer loading (OL) and average variance estracted (AVE)
The outer laoding for all items result indicated that exceeded 0.7 (See Figure 2), and AVE result indicated exceeded 0.5 (Table I)
Summary
Tourist destination competitiveness is very much dependent upon the destination resources and a uniqe value of tourist attractions as tourists’ pull and push factors. It is important to understand tourist motivations (Bayih and Sing, 2020), attractions, and perceptions on a tourist destination (Chaulagain et al, 2019) This will help to develop and provide services which meet tourists’safety, comfortability and satisfaction (Personen et al, 2011) leading to attract more tourists to visit the same destination, and enhance its competitive advatanges. If tourists satisfy with a tourism destination, they will revisit (Guzel, 2017), and recommend to other tourists to visit the same destination in the future (Su, Lian and Huang, 2020). This is well noted as tourists’ behaviour intentions (Pestana et al, 2018).
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