Travel motivations and destination choice: A study of British outbound market |
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Authors: | SooCheong Jang Liping A Cai |
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Institution: | 1. Assistant Professor, Department of Hotel, Restaurant, Institutional Management, and Dietetics , Kansas State University , 105 Justin Hall, Manhattan, KS, 66506–1404 E-mail: jangs@ksu.edu;2. Associate Professor, Department of Hospitality and Tourism Management , Purdue University , 1266 Stone Hall, Room 156, West Lafayette, IN, 47907 |
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Abstract: | Abstract Knowledge of people's travel motivations and its association with destination selection plays a critical role in predicting future travel patterns. The objectives of this study were to uncover the underlying push and pull factors of motivation associated with British outbound pleasure travelers as well as to identify key motivational factors that have significant effects on destination choice. Six push factors and five pull factors were found. “Knowledge seeking” and “cleanliness & safety” were perceived as the most important push and pull factors respectively. The results of logistic regression analyses snowed that the British tend to visit the U.S. for “fun & excitement” and “outdoor activities,” Oceania for “family & friend togetherness,” and Asia to seek a “novel experience.” The findings of differential motivational factors across seven destinations suggest that a destination can capitalize on its strengths with an optimal combination of push and pull factors to attract and retain the British travelers. |
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Keywords: | Travel motivation push and pull factors destination choice British overseas travelers factor analysis logistic regression |
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