Applying Push and Pull Theory to Determine Domestic Visitors’ Tourism Motivations

The purpose of the study was to determine the motivations driving domestic tourists’ travel decisions to Vietnam’s Central Highlands. These motivations are categorized as originating from within the tourists themselves (push) and as being shaped by the attractiveness and external attributes of the tourist destination in the Central Highlands (pull). Additionally, the study aimed to examine how demographic factors such as gender and age influence these motives. To conduct this research, the authors gathered relevant studies and expert opinions to construct a research model. A total of 745 visitors were surveyed over a period of more than two months. The collected data was quantitatively analyzed using two tools: SPSS and AMOS. The findings indicated that three factors impact push motivation: personal factors, escapism, and knowledge and cultural experiences. Furthermore, three elements influence pull motivation: destination information and accessibility, the destination’s unique image, and personal factors. Gender and age exhibited significant effects on these aspects at various levels, except for males, who had no influence on the escapism factor. These findings provide valuable insights for the Central Highlands tourism sector, enabling tourism managers and stakeholders to adjust their services and marketing strategies to better cater to the preferences and demands of domestic visitors. Moreover, the outcomes of this study could be applied to other regions with similarities, such as the Northwest region of Vietnam, the mountainous areas of the central provinces of Vietnam (challenging regions with diverse ethnic minorities), or analogous areas worldwide.