Examining the Relationship between Push and Pull Factors through Partial Least-Squares Path Modeling

Tourism motivation is a prerequisite in understanding tourist behavior. Push and pull factors have provided a simple framework for comprehending tourism motivation in various contexts. Nevertheless, many of the propositions related to the push–pull framework have rarely been empirically examined. One of these suggests that pull factors both respond to and reinforce push factors. The current study, consequently, examines this twofold proposition empirically through partial least-squares path modeling. The findings indicate that push factors influence the tourism-demand variable (length of vacation) via pull factors and vice versa. Further, the findings indicate that the total effects of push and pull factors on the tourism-demand variable of the study are nearly equal. Theoretical and practical implications are also provided.