Understanding the relationship between push and pull motivational factors in cruise tourism: A canonical correlation analysis

Abstract

Motivation is one of the greatest drivers of human behavior, yet travel motivation in the context of cruise tourism remains an understudied topic. Although a limited number of cruise specific studies focus on push (travel motives) and pull (destination attributes) factors, the push–pull relationship has not been directly measured. Furthermore, pull factors have not been examined in detail in terms of onboard (ship) and onshore (ports of call) attributes. Understanding this relationship can help inform the marketing and development of the cruise product. This study measures the importance of push and pull factors and the relationship between them in the decision‐making process of cruise travelers. Results identify the main motives driving the desire to travel and the cruise destination attributes that draw travelers to a specific cruise vacation. A number of potential “product bundles” or market segments are also identified on the basis of strongly related push and pull factors.

Segmenting Cruise Consumers by Motivation for an Emerging Market: A Case of China

“…At present, Chinese tourists have limited understanding of cruise products. Studies have demonstrated that specific information sources can effectively trigger cruise tourists to travel ( Whyte, 2017 ; Sun et al, 2019a , b ). For example, before exposure to cruise information, Chinese tourists were relatively unfamiliar with cruise products, and their intent to travel was often not strong.…”

Identification and Influence of Tourism Rituals: Analysis of Eye Movement Recognition of Tourism Images

“…Push and pull theory has been used in tourism research for various types of tourism destinations, such as a nation, a city, or a specific tourist attraction (Kassean & Gassita, 2013; Kim et al, 2003; Noela et al, 2017). The theory has also been applied for different research objects, such as a specific tour (rural tourism, cruise tourism), and travel from a tourism-generating region to a specific destination (Caber & Albayrak, 2016; Suni & Pesonen; 2017; Whyte, 2017). Most researchers have studied both push and pull factors.…”

Analyzing one-day tour trends during COVID-19 disruption – applying push and pull theory and text mining approach

“…Dann (1981) has pointed out that potential tourists in deciding 'where to go' may also consider various pull factors that correspond adequately to their motivational push ' (p. 206). Researchers have empirically examined the relationship between the pull attributes of a destination and the motivational push factors important to travellers (Whyte, 2017). This pull to visit a destination may not trigger an action if the tourist lacks internal drive.…”

“…Push and pull factors are interrelated and occur at different time points (push precedes pull) (Phau et al, 2013). More importantly, pull factors can not have enough strength unless those are positively triggered by push factors for influencing travel decisions (Whyte, 2017) during the pandemic time. In fact, travellers' internal motivations push them to visit nearby tourist locations during the pandemic time (Chebli & Said, 2020).…”