Tourist Motivation Research Articles

Moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast region of Kenya

Despite the marginal growth recorded in the tourism sector in Kenya, the domestic visits and estimates fall far below the expectations. The study was guided by the following specific objective; to assess the moderating effect of contextual factors on the relationship between travel motivation and destination loyalty among domestic tourists in the Coast Region of Kenya. The study area comprised frequented attractions in the Coast region of Kenya. The study adopted an embedded mixed approach comprising descriptive survey and explanatory research designs. Simple random sampling and purposive techniques were adopted for domestic tourists, destination managers and experts respectively. Data was collected using questionnaires and interview schedules. Four hundred (400) questionnaires were distributed while 10 destination managers and 5 experts were interviewed. Data analysis was done using multiple regression models, hierarchical multiple regression and descriptive analysis. The multiple regression model results without interaction terms indicated that R-square = 0.442, implying that destination attributes and socio-psychological factors explain 44.2% of destination loyalty. The hierarchical multiple regression demonstrated that contextual factors have a moderating effect on interaction between travel motivation and destination loyalty since the model was significant {R2 = 0.255, F (7, 371) = 12.12, p =0.0001}. The model accounted for 25.5% of variation on destination loyalty. This means that the composite elements of contextual factors namely; political, economic, technological and socio-cultural factors significantly moderates the interaction between travel motivation and loyalty behaviour of domestic tourists. The null hypotheses were tested and rejected. The study recommends need for destinations and service providers to engage more on digital marketing and deploy technology during marketing initiatives and product development to capture niche segments since majority of the respondents were youth travelers

Motivations of Sports Tourists and Their Companions in Participating in Rowing Activities in the Eastern Economic Corridor (EEC)

This study explores the motivations of sports tourists and their companions in participating in rowing activities within Thailand’s Eastern Economic Corridor (EEC). Water-based sports tourism, such as rowing, has increased in popularity due to its integration of physical activity with natural environments. A quantitative research design was employed, using structured questionnaires to assess five key motivational categories: physical health, personal achievement, social interaction, psychological well-being, and experiential enjoyment. A total of 200 participants, including sports tourists and their companions, were surveyed at various rowing events in the EEC. Results show high motivation levels across all categories, with experiential motivation being the most significant factor, followed by physical health and personal achievement. These findings underscore the importance of promoting rowing as an activity that addresses both physical and psychological needs while fostering social connections. Future research could explore how these factors influence long-term participation and retention in sports tourism.

Research trends of halal tourism: a bibliometric analysis

Purpose The purpose of this study is to analyze studies on halal tourism in Scopus from 2010 to 2021 and reveal trends, impacts, the most influential articles and future research trends. Design/methodology/approach The study used data from Scopus in 2010 to 2021 with the topic of halal tourism and obtained 122 data publications. This study uses bibliometric analysis with Biblioshiny analysis tools. Findings Halal tourism attracts the attention of academics and practitioners. This study analyzed 122 publications from 2010 to 2021 in Scopus, showing an increase in author contributions of 39.1% per year, peaking in 2021. The most influential article was the work of Battour and Ismail (2016), which emphasized Islamic principles in halal tourism. Mohamed Battour is the lead author, with Indonesia and Malaysia as the leading countries. Future research trends include halal tourist motivation, marketing strategies, mobile applications and artificial intelligence in supporting halal tourism. Collaboration between halal destinations and other industries is also important. Research limitations/implications Database searches were only performed on Scopus, so publications not scanned here could not be analyzed. The search for data from this research is also only based on the title regarding halal tourism. Thus, another article that discusses halal tourism but does not have the word “halal tourism” in the title cannot be analyzed. Originality/value This research is different from previous research in that this study examines literature published in Scopus on the study of halal tourism from 2010 to 2021.

Motivations of Ecotourists and Their Relationship with Sociodemographic Aspects, Satisfaction, and Loyalty: Puntilla de Santa Elena Marine Fauna Production Reserve, Ecuador

This study aims to investigate the demand for ecotourism in marine protected areas by (a) identifying motivations specific to marine protected areas, (b) establishing the relationship between social and demographic variables and motivations, and (c) determining the relationship between social and demographic characteristics, satisfaction, and loyalty variables. The study was conducted in Santa Elena Province at the reserve called “Puntilla”, which is a coastal marine and fauna production reserve in Ecuador, a country renowned for its biodiversity. The sample comprised 369 on-site surveys. Factor analysis and stepwise multiple regression methods were used for data analysis. The results revealed associations between social and demographic variables and tourist motivations. Specifically, lower-income tourists were most motivated by “escape and ego-defensive function motivation” and reported higher satisfaction levels. Conversely, tourists who visited the destination less frequently displayed stronger motivations related to nature and showed high satisfaction. Furthermore, visitors who spent less at the destination demonstrated a greater intention to return and recommend the area to others. These findings hold significant implications for protected areas management and contribute to the scientific literature on ecotourism in similar protected areas.

‘Into the darkness’ – The caving community and their tourist experiences. The Polish case

Descent into the underground requires from explorers not only a high level of physical endurance, technical skills, and ability to use specialized equipment, but also psychological adaptation to severe cave conditions: the darkness, the coldness, and the unknown. The paper focuses on mental states and emotions that accompany cave descents at every stage of the tourist experience. The study examines cavers' tourist motivations as well as perceived benefits of this kind of physical activity. The research aims at the Polish caving community. The study indicates that participation in cave exploration for respondents undertaking cave challenges outside of regular tourism is generally the result of a combination of equally strong factors, rather than a single dominant motivation. The benefits of cave exploration are inwardly directed, those related to creating one’s external image were of marginal importance among survey respondents. A state of ‘focus and concentration’ accompanies cavers during almost the entire stay in cave what not lessen a sense of overall satisfaction, joy, and excitation. To some extent, anxiety, anger, and rarely fear, shape the cave tourist experience. Management implicationsThe tourism product of any kinds of tourism should meet the expectations and needs of their participants. Dedicated speleotourists visiting sites outside mass tourism in popular show caves are leading by the complex of motivations typical for tourism as such. However, in the study analysed, the search for beauty and aesthetic impressions next to experiencing the unknown and novelty are explicitly significant motivators for cave exploration, even more important than looking for sport challenges and physical effort. This observation underlines cognitive and emotional meaning, not only sport character of cave exploration.The research might suggest the general direction in preparation of the offer for dedicated cave tourists: they do not require the creation of new infrastructure (e.g. in terms of cave accessibility) or provision of new amenities, but possibilities of the improvement of technical skills, while enjoying the beauty of the caves, with maintaining a balance between commercialization and the sense of uniqueness and exclusivity of the product.As pristine and unexplored caves constitute a ‘non-renewable resource,’ thus there is a need for redefinition of ‘the unknown’ and ‘the new’ concepts in cave tourism practiced by dedicated cave tourists (far beyond the geographical sense). The result of this procedure might help meet the expectations of dedicated cave tourists toward their tourist experiences and the attractiveness of sites.The explorations of dedicated cave tourists occur outside or on the fringes of tourism. To include them in the mainstream of broader tourism, it is necessary to find a balance between commercialization and the uniqueness and exclusivity of the product. The latter should provide satisfaction both in the area of physical well-being and the emotional sphere (sense of community, strengthening bonds).The study revealed the literature gap in terms of existential authenticity and the recognition of aesthetic and bodily experiences in cave tourism outside of popular show caves.

Motivations behind Active Sport Tourists Participating in Natural and Cultural Landscapes

Recreational running, both on roads and in mountains, is one of the most practiced physical activities worldwide, and so, the motivations behind participating have been quite extensively described in the literature. However, the cultural and environmental motivations behind these athletes traveling to other countries or destinations to compete have not been properly addressed yet. The aim of this research is to analyze the motivations of sport tourists and to compare the motivations that cause mountain runners and city runners to compete. A cross-sectional study with a total of 244 athletes, divided into a group of city marathon runners (N = 118) and a group of mountain ultra-marathon runners (N = 126), was conducted. Athletes completed the Sports Tourism Motivation Scale (STMS), composed of 37 items and nine dimensions, through an online survey. Participants were asked questions related to their age, running experience, distance to events, numbers of nights in hotels and volunteering. The results showed that there were statistically significant differences in four out of the nine dimensions of the STMS between city and mountain runners’ motivations and, likewise, statistical differences were found in some dimensions of the scale related to participants’ sex, age, running experience, numbers of nights in a hotel, travel distance and volunteering. In conclusion, the reasons why runners participate in mountain and city running events are different; likewise, some sociodemographic variables should be taken into account when organizing such sporting events in a sustainable way, in order to provide organizers with the most suitable information and attract the most participants.

EFFECTS OF TOURIST MOTIVATION ON TOURISM PLANNING: A CASE STUDY OF DOMESTIC TOURISTS IN VIETNAM

Tourist motivations is a fundamental aspect of tourism planning as it enhances marketing efforts, product development, competitive positioning, and facilitates informed policymaking. As such, the present study provides accurate data with which to develop tourism planning in Vietnam based on the push motivation and pull motivation factors of Vietnamese domestic tourists. A quantitative method, namely, a questionnaire that was designed based on a self-desk study, expert opinions, and tour guide opinions, was used to collect data. Out of 670 questionnaire returned, 664 were ultimately usable for analysis. Descriptive analysis, factor analysis, and regression binary logistic models were then used to analyse the collected data. Seven important push motivation factors, namely, fulfilling prestige, fun and entertainment, escape, family and friends' togetherness, fulfilling spiritual needs, social relationships, and gaining knowledge were identified as important to Vietnamese domestic tourists. Meanwhile, the four important pull motivations for Vietnamese domestic tourists were events and activities; destination's facility, service, and trip sponsor; historical and cultural attractions; and natural resources. The findings can be used to develop tourism planning for domestic tourism in Vietnam. Destinations may use the insights on tourist motivations to attracts tourists and provide them with fulfilling experiences, which would, ultimately, contribute to the overall success and sustainability of Vietnam's tourism industry. Besides, the findings contribute to extant literature on the tourist motivations and tourist behaviours of Vietnamese domestic tourists. Lastly, the case study of Vietnam may serve as confirmation of the value of tourist motivations in tourism planning.

EXPLORING BANDUNG CITY ON FOOT: WHAT MOTIVATES TOURISTS TO JOIN WALKING TOURS?

Walking is a practical and popular tourist activity, but it remains underexplored in the field of tourism. Although extensive literature has been published on topics related to walking and walkability driven by public health, sustainability, livability, and urban design concerns, tourism sector requires deeper exploration, particularly in urban settings. Walking tourism has been observed to possess the capability to promote sustainable tourism. Therefore, this study aims to examine the influence of motivation on the decision of tourists to engage in walking tour in urban tourism areas of Bandung City, Indonesia. Data from 220 tourists and interviews with resource persons were subsequently analysed using multiple linear regression to assess the impact of push and pull factors on walking tourism decisions. The results showed that tourist motivation significantly influences walking tourism decisions. The motivating factors include physical health, pleasure and satisfaction, knowledge gained, and local community behaviour. Physical health and relaxation were considered crucial push factors, while tourists’ attractions and social media promotions were categorized as significant pull factors. This study provides valuable input for local governments and tourism agencies seeking to develop sustainable urban tourism destinations.

HERITAGE TOURISM: A BIBLIOMETRIC ANALYSIS OVER THREE DECADES (1994-2023)

This qualitative study explores the relationship between tourism and places recognized by UNESCO as World Heritage Sites, whether tangible (WHS) or intangible (ICH). In the last two decades there has been a growth in the number of resources with UNESCO recognition. It aims to fill the research gap in the analysis of heritage tourism using bibliometric techniques. Data were collected from 886 documents in the period 1994-2023 (December) from the Web of Science database. Using the VOSviewer software, scientific maps were created showing the current and future line of research in this scientific field. The results show evidence of related research on Tourism sustainability at UNESCO sites in China and Tourism sustainability of cultural heritage for the whole period. In addition, two new research topics from 2016 are identified: Motivation and satisfaction of heritage tourists and Authenticity of intangible heritage. The results help to visualise the structure and trends of heritage tourism research, which can help researchers, policy makers and destination marketing organisations (DMOs) to gain knowledge and understanding of existing studies and current research topics.

Motivation for Domestic Tourists to Visit Sayan Tourism Village, Gianyar Regency

Motivation for Domestic Tourists to Visit Sayan Tourism Village, Gianyar Regency

Enhancing Environmental Literacy in Aceh’s Tourism through an Ethnoecotourism Based Environmental Education Model

Trends in tourism motives include socio-cultural, customs, environment, and panorama, as well as economics and welfare. However, the implementation of tourism will undoubtedly be disrupted by management and development that are not founded on the principles of sustainability. Therefore, through the process of environmental education, preventative and awareness initiatives are required. The main objective of this research was to examine the effectiveness of an ethnoecotourism-based environmental education model for tourism actors in Aceh Province. This model was developed to increase environmental literacy in marine tourism management. Model trials were carried out in the Sabang City Marine Tourism Area. The participants of this research were tourism actors in Aceh Province. The research design uses a quasi-experimental method consisting of pretest-posttest groups and uses multiple-choice questions as a research tool. The data analysis technique applied in this research was quantitative descriptive analysis techniques, in which data were processed inductively using an interactive analysis model. It is known that this model could improve the environmental literacy skills of tourism actors at the research location. It was shown by the significant value obtained at p = 0.000 (< 0.05), where there was a difference in students’ scores after being given the learning process, with the average post-test score of 12.43, higher than the pretest score of 8.40, which means there was an increase in understanding of environmental literacy after being given a learning process using an ethnoecotourism-based environmental education model.

Assessing age-related influences on motivation and attachment in film tourism: a SHAFE approach

The shift in tourists’ motivations indicates a growing interest in seeking novel experiences. Film tourism emerges as a category capable of meeting this demand for fresh encounters. This study presents fieldwork aimed at examining the significance of cinema in tourists’ behavior, attempting to determine if there are significant differences in motivational factors and attachment to a film destination based on the age groups analyzed. To achieve this objective, a methodology based on the statistical software SPSS v24.0 is employed for both the preliminary data analysis and scale reliability assessment, as well as for discriminant analysis, using 572 valid surveys from individuals interested in film tourism. Through this discriminant analysis, various motivational dimensions are explored, alongside the impact of place attachment to a film destination. The key findings highlight an evident generational shift is conspicuously observed concerning the presented responses, with the mean assessment rating of responses significantly higher for age groups below lower years in contrast to those exceeding higher years of age. The issue under study incorporates a new dimension of significant importance, which is the need to incorporate a generational perspective on the state of the matter. The practical implications of this research are significant, empowering public authorities and private companies overseeing film destinations to devise strategies that invigorate the tourist activity zone and boost revenue for both businesses and the local community. Some of the objectives may encompass fostering innovation and facilitating initiatives aimed at augmenting investments in relevant social areas pertaining to Smart Healthy Age-Friendly Environments-SHAFE.

Impact of Tourist Motivation on Consumption Behaviour in Ice and Snow Sports Destinations

Sports tourism involves traveling to either observe or engage in a sports event while being away from tourists' usual environment. The rapid growth of the Ice and Snow (I&S) tourism sector in the current duration has encouraged the sustainable improvement of the relationship between motivational factors and consumption behaviour. Tourism stakeholders could acquire significant insights by understanding the causes of consumer behaviour, particularly in light of the increasing popularity of winter sports and tourism. The tourism business has witnessed the emergence of I&S sports tourism as a significant sector, illustrating millions of tourists to winter each destination. The study combines the data gathered from visitors to various winter sports industries with information gathered from industry experts' focus groups and interviews. This study investigates the relationships between sports tourism motivation, involvement, place attachment, and consumption behaviour following the theoretical hypothesis formulation. It explores the impact of different motivational features on tourists' expenditure models and activity preferences in winter sports environments using Structural Equation Modelling (SEM). The study emphasizes the value of smart marketing and customized experiences in raising visitor engagement and retention. Strong relationships between the variables under study are shown by demographic and correlation studies, which assess the concepts validity and reliability. The study also emphasizes how customized experiences and marketing tactics are crucial for raising visitor engagement and retention rates. Accordingly, using a variety of hypotheses, including consumer behaviour theory, this article aims to examine the link between the motivation behind I&S sports tourism and consumer behaviour.

Unveiling tourist typology: using online reviews and LDA to understand motivations for visiting Kyoto's prominent temples

Purpose This study aims to identify motivations for visiting Kyoto's prominent religious attractions using latent Dirichlet allocation (LDA) text analysis of online reviews; establish linkages between push motivational factors and pull factors of the religious sites, forming distinct tourist typologies; and suggest strategies for Kyoto's destination marketing based on the findings. Design/methodology/approach This study analyzed 37,772 TripAdvisor reviews for Kyoto's top 25 religious sites from the pre-pandemic period (March 2020). LDA topic modeling extracts 18 underlying thematic dimensions from the review texts. Axial coding of these dimensions revealed five distinct tourist motivation typologies. Findings Five motivation typologies emerged: cultural seekers drawn to Japan's unique heritage, nature lovers attracted by scenic landscapes, chrono-seasonal experiencers seeking distinct seasonal views, crowd-avoiders prioritizing less congested visits and city wanderers engaging in local activities. Practical implications The findings offer valuable guidance for destination marketers and managers in Kyoto, enabling the development of targeted strategies to enhance visitor experiences and manage overcrowding at popular religious sites. Originality/value This research provides novel insights into nonreligious tourists' motivations for visiting religious sites in a crowded destination. By identifying distinct motivation-based tourist typologies, the study informs strategies for enhancing visitor experiences tailored to diverse needs, contributing to tourism literature and practical destination management.

Understanding Transformative Learning and Transformative Tourism

This study focuses on two major areas of transformative learning and transformative tourism. The study aims to understand how transformative learning theory developed by Jack Mezirow was first introduced to the academia and then adopted in the field of tourism. Transformative travel and tourism is an emerging paradigm in the travel industry, characterized by travel experiences that lead to profound personal growth, self-discovery, and societal benefits. This paper explores the intersections of transformative learning theory and transformational tourism experiences through a qualitative research approach. By synthesizing secondary data from diverse contexts and empirical studies, the study examines how transformative learning processes manifest in the context of travel and tourism. The theoretical framework draws on Mezirow’s transformative learning theory, emphasizing critical reflection and perspective learning. This study is based on a general review through thematic analysis of narratives. The research identifies mechanisms that facilitate transformative experiences during travel. The literatures highlight on novelty seeking, escapism, freedom, self-efficacy, the transformation of consciousness, self-development and personal growth, and subjective wellbeing which is an outcome of transformative travel. This study explores the concepts of transformation, transformative learning, transformational tourism, tourism motivation, tourism destination image, marketing, authenticity, satisfaction, and transformative experiences.

Generation Z Entrepreneurial Motivation in Adventure Tourism Enterprises in Kintamani Bali

Research on Generation Z entrepreneurial motivation in adventure tourism businesses in Batur, Kintamani Bali, aims to describe the forms of entrepreneurial motivation for Generation Z in adventure tourism businesses in Kintamani, Bali. The priority of this research is that it is aimed at entrepreneurs or those who are planning to become entrepreneurs to find typology and motivation in developing a wider adventure tourism business in the Batur Kintamani area. Entrepreneurs must always have high motivation and a more positive self-concept in living their lives, even though the motivation and self-concept of each individual (entrepreneur) has different forms.

Influencing Factors on Tourists’ Intentions for Sustainable Tourism Destinations: Moderating Effects of Financial Constraints and Moral Reflectiveness

ABSTRACTThis study investigates the relationships between environmental awareness, travel motivations, tourism knowledge, and intentions to choose sustainable destinations. Using a survey of 495 participants and Partial Least Squares Structural Equation Modeling (PLS‐SEM), we examine how financial constraints and moral reflectiveness moderate these relationships. Our findings indicate a strong positive correlation between environmental values and support for sustainable tourism. Travel motivations, knowledge about sustainable tourism, and a positive environmental attitude all significantly contribute to a tourist's intention to travel sustainably. Interestingly, gender moderates the influence of travel motivations on environmental values, while moral reflection moderates the link between environmental values and the intention to support sustainable tourism. Financial constraints did not have a significant moderating effect. Our study provides valuable insights for stakeholders in the tourism industry, highlighting the importance of aligning strategies with tourist motivations and emphasizing environmental benefits to encourage responsible travel practices.

The Impact of Sports Tourism Motivation on Tourist Loyalty: The Chain Mediation Effect of Experience Quality and Tourist Satisfaction

ABSTRACTThis study adopts the perspective of the social exchange theory and S‐O‐R theory, taking the emotional bond formed between tourists and the tourism destination through interaction as a starting point. It introduces experience quality and tourist satisfaction to construct a chain mediation model of “tourist motivation—experience quality—tourist satisfaction—tourist loyalty” in the context of sports tourism. A total of 497 valid samples were collected for the study, and the hypotheses proposed were tested using AMOS 24 software. The research results indicate that sports tourism motivation, experience quality, and tourist satisfaction all have significant positive effects on tourist loyalty. Experience quality and tourist satisfaction have both independent and chain mediation effects between sports tourism motivation and tourist satisfaction. Finally, this paper discusses the implications of the research findings for theory and practice, the limitations of the study, and future research directions.

Motivation for Domestic Tourists to Visit Pemuteran Tourism Village, Buleleng Regency

Pemuteran Village is famous for its marine tourism, becoming one of the best diving locations in Bali. This study aims to determine the motivation of domestic tourists to visit Pemuteran Tourism Village. This study is descriptive statistics, data collection through surveys, interviews, observations, and documentation. Surveys by 110 respondents, sample collection in the form of accidental sampling. The results of the study of domestic tourist motivation from the variables of novelty seeking and physical motivation averaged 4.13, stress busting and fantasy motivation averaged 4.03 for achievement and social motivation average value of 3.77, family oriented motivation averaged 4.28 and cultural motivation averaged 3.79. The highest variable motivation is family oriented motivation averaged 4.27 and the lowest motivation is Achievement and Social Motivation averaged 3.78. This study produced three clusters of the K-Maen method, namely exploration cluster, escape cluster and countryside vibes cluster.

The Indonesian youth tourist motivation intention to visit Phuket: a post Covid-19 study with the moderating role of health risk using SPSS PROCESS macro (Model 1)

Purpose There are two goals for this study. Firstly, this study aims to understand the impact of various youth tourist motivations, such as Muslim amenities, Islamic product travel, attraction, perceived value and service quality, on the intention to visit Phuket. Secondly, this study aims to determine whether or not young people's perceptions of health risks influence their motivations and decisions to travel to Phuket in the wake of the COVID-19 pandemic. Design/methodology/approach This study used a quantitative methodology, using nonprobability convenience sampling to collect responses from 249 Indonesian youths who intended to visit Phuket after the COVID-19 pandemic. Hayes' (2018) SPSS PROCESS macro (Model 1) was used to test the research model. Findings The findings showed that the intention to travel was significantly affected by factors such as Muslim amenities, Islamic product travel, attraction, perceived value and service quality. Furthermore, the perceived health risk moderated three dimensions of Islamic product travel, perceived value and service quality on intention to visit. Research limitations/implications This study is limited to a sample of Indonesian youth tourists and the impacts of motivation (Muslim amenities, Islamic product travel, attractiveness, perceived value and service quality) and the moderating influence of health risk on the desire to visit Phuket. Originality/value This study sheds insight into the influence of several young tourists' motives on the intention to visit Phuket and the moderating role of perceived health risks. The findings provide essential insights for marketing strategies and the development of the international destination. Specifically, the study suggests developing products with Islamic attributes, emphasising the attraction factor and improving perceived values. The study also provides a model that demonstrates how religious values can affect an individual's decision-making process.