Multi-Destination Segmentation Based on Push and Pull Motives

Kim, Kakyom; Noh, Jeonghee; Jogaratnam, Giri

doi:10.1300/j073v21n02_02

Cited by 36 publications

(29 citation statements)

References 28 publications

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“…Similar findings in terms of relatively equal numbers of males and females have been identified in other sport tourism studies namely hiking tourist's sample, marine sport tourism, active and passive sport tourist in Malaysia (Rodrigues, Kastenholz & Rodrigues, 2010;Chang & Hsu, 2012;Yusof et al, 2012). However it contradicts with some studies which suggest the majority of sport tourists were males (Allman et al, 2009;Dixon et al, 2012;Musa et al, 2010) or females (Kim, Noh & Jogaratnam, 2007, Aziz, Musa & Sulaiman, 2010Rinaldi et al, 2013). With regards to age of the respondents, the result is consistent with Levinson's Adult Life Course Theory which stated people at the age range of 22-27 are eager to try new phenomenon with the novelty and adventure as their preferable things.…”

Section: Discussioncontrasting

confidence: 63%

Untitled

2015

JPES

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Abstract:The purpose of this paper is to further the understanding of island sport tourism in Sabah, Malaysia. Specifically, the authors utilised the push and pull theory to examine how motives and destination image attract sport tourists to spend their holidays in Sipadan Island, Sabah, Malaysia. Findings indicate that domestic sport tourists were more significantly motivated by intellectual, social, stimulus-avoidance and competence mastery motives than international sport tourists. With respect to the pull factors, result shows some difference in perceptions of destination image between domestic and international sport tourists. The findings of the study suggest that: (1) market segmentation based on demographic profiles can be identified, (2) four push motives should be emphasized on promotional efforts and (3) unique packages of sport tourism experiences should be developed in regards to sport tourism in Sipadan Island, Malaysia.

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Section: Discussioncontrasting

confidence: 63%

Untitled

2015

JPES

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“…Push and pull motivations were also analyzed in several studies referring to customer value construct in tourism; for example, Kim, Noh, and Jogaratnam (2007); Mohammad and Som (2010); Pesonen et al (2011);Li and Bray (2007); Taylor and Shanka (2008). These researchers studied perceived visitor value in a context of heritage tourism site development.…”

Section: Push and Pull Motivations In Historical Tourismmentioning

confidence: 99%

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand

Marangkun¹,

Thipjumnong²

2017

JTHM

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Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gained 5,515.94 million Baht from domestic tourists that increased 30.79% from the previous year's income at the same period. This research is survey and cross-sectional study aimed to find the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourists in KohYoh, Songkhla Province. The purpose of this study is to study the factors of marketing promotion affecting push and pull motivations of domestic tourists. The researcher applied structured questionnaire based on 5-level rating scale. The sample was selected by convenience sampling and calculated by Yamane's (1967) Formula as 400 samples. The data collection consumed six months between July and December 2013. The data are analyzed by descriptive statistics, Pearson's Product Moment Coefficients and Multiple Regression to describe the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourist. The result found that: (1) factors of marketing promotion affecting push motivation of domestic tourists at statistical significance of 0.01 are sales promotion (t = 13.534, sig. = 0.000) and public relations (t = 3.426, sig. = 0.001), which influenced the prediction power at 36.9% and std. error of the estimate = 0.559; (2) factors of marketing promotion related to pull motivation of domestic tourists at statistical significance of 0.01 are public relations (t = 15.299, sig. = 0.000), promotion (t = 5.293, sig. = 0.000), and advertising (t = 2.709, sig. = 0.007), which influenced the prediction power at 45.8% and std. error of the estimate = 0.429.Keywords: marketing promotion, push motivation, pull motivation, domestic tourists IntroductionTourism is the significant hospitality industry of Thailand in terms of economic and social development. In 2012, the tourism generated 5,515.94 million Bath for Thailand. The National Statistic Office indicated that the number of tourists is increasing every year. In 2012, there are 1,492,589 tourists who traveled in Songkhla Province (1,119,724 domestic tourists and 372,865 foreign tourists) that calculated as 30.94% increasing from 2011 (Department of Tourism, 2013 Thai public and private sectors promoted the historical tourism to motivate the tourists to visit Thailand by marketing promotion which included advertisement, public relations, sales promotion, and personal selling. Whereas, the result of survey represented that 42.7% or more of the domestic tourists perceived travel information from word of mouth, 15.6% from television, and 3.1% from Tourism Authority of Thailand (Tourism Statistic Record in the South of Thailand, National Statistical Office, 2011). Marangkun et al. (2012) found that it is difficult for KohYoh to generate marketing promotion because there are a lot of departments (both tourism departments and histor...

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“…Another more comprehensive technique has been used to segment travelers in today's travel industry-push and pull demand stimulation (Bieger & Laesser, 2002;Cha et al, 1995;Crompton, 1979;Kim, Noh, & Jogaratnam, 2006). The push factors have been useful in explaining the desire for travel, while the pull motivations help illustrate the actual destination choice (Crompton, 1979).…”

Section: Travel Motivationmentioning

confidence: 99%

Using a Validation Process to Develop Market Segmentation Based on Travel Motivation for Major Metropolitan Areas

Boo¹,

Jones²

2009

Journal of Travel & Tourism Marketing

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Studies on market segmentation based on travelers' push motivation have been conducted without implementing a statistically validated procedure for establishing the segmented markets. The purpose of this study is to identify validated traveler market segments by examining what travelers' push motivation dimensions are among the heterogeneity of travelers to a major metropolitan area. The six push motivation dimensions were extracted from the 20 motivation items by conducting factor analysis (i.e., Social/Interaction, Excitement/Fun, Relaxation, Sightseeing, Family/Friends, and Sports). Cluster analysis identified the three homogeneous groups of travelers. Subsequent discriminant analysis verified the existence of the three travelers' markets in the metropolitan area. Managerial implications are suggested for the three push motivation-based segments.

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Multi-Destination Segmentation Based on Push and Pull Motives

Cited by 36 publications

References 28 publications

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The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand

Using a Validation Process to Develop Market Segmentation Based on Travel Motivation for Major Metropolitan Areas

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