Understanding the relationship between push and pull motivations in rural tourism

Juho Pesonen (Researcher of Tourism Business at the Centre for Tourism Studies, University of Eastern Finland, Savonlinna, Finland)
Raija Komppula (Professor of Tourism Business at the Centre for Tourism Studies, University of Eastern Finland, Savonlinna, Finland)
Christopher Kronenberg (Lecturer in Strategy in the Department of Strategy, Marketing and Entrepreneurship, Kingston University, Kingston upon Thames, UK)
Mike Peters (Associate Professor in the MCI Management Center Innsbruck – Tourism, Innsbruck, Austria)

Tourism Review

ISSN: 1660-5373

Publication date: 20 September 2011

Abstract

Purpose

The purpose of this paper is to investigate the differences and relationships of push and pull motivations in two different rural tourism destinations.

Design/methodology/approach

Data were collected from tourists visiting rural tourism companies in Finland and in Tyrol (Austria). The data were analyzed using analysis of variance and correlation coefficients.

Findings

The results indicate significant differences of push and pull motivations in the two regions. In addition, tourists motivated by different variables obviously search for different destination attributes. For example, tourists motivated by the search of a once‐in‐a‐lifetime experience expect different destination attributes than those respondents searching for a sense of comfort or an opportunity to relax.

Research limitations/implications

The low sample size in both Tyrol and Finland reduces the generalizability of the results.

Practical implications

The findings can be used by rural tourism companies and practitioners to understand how push and pull motivations affect tourist behaviour. Based on this information, marketing initiatives can be customized for various target segments in this particular market.

Originality/value

This is the first paper to examine the inter‐relationship between push and pull motivations in rural tourism and one of the most detailed studies on rural tourist motivations. Additionally, the comparison of the two countries underlines the assumption, that cultural or macro‐economic variables strongly influence push and pull motivations of consumers.

Keywords

Citation

Pesonen, J., Komppula, R., Kronenberg, C. and Peters, M. (2011), "Understanding the relationship between push and pull motivations in rural tourism", Tourism Review, Vol. 66 No. 3, pp. 32-49. https://doi.org/10.1108/16605371111175311

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.