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.