The Effects of Tourism Push and Pull Motivational Factors on Leisure Tourists’ Return Intention: The Case of Bishoftu Town– A Mediation Analysis of Tourist satisfaction
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Date
2020-05
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A.A.U
Abstract
This study was conducted to examine the effect of tourism push and pull motivational factors on leisure tourists’ return intention to Bishoftu with an intervention effect of tourist satisfaction. Previously conducted empirical studies revealed that tourism push and pull motivational factors have positive effect on tourist satisfaction and return intention even though it is hardly studied in Ethiopia context. Assessing the effect of tourism push and pull motivational factors on tourist satisfaction and return intention to Bishoftu is the objective of this research. The finding of this research disclosed that tourism push and pull motivational factors have positive and statistically significant (p<0.01) effect on tourist satisfaction and then return intention. Tourism stake holders and marketers should do pertinently make use of these push and pull motivational factors along with vigorous tasks in ensuring tourist satisfaction. Quantitative approach of face-to-face questionnaire survey was employed and data was supposed to be collected from 257 respondents of leisure tourists using simple random sampling technique even though 236 valid questionnaires were returned back. Multiple regressions with spssv26 PROCESS V3.4 was used to examine the effects of push and pull motivational factor on leisure tourists’ return intention with and without the intervention of tourist satisfaction.
Description
A Thesis Submitted to Addis Ababa University College of Business and Economics, Graduate Studies in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration,
Specialization in Management
Keywords
Leisure tourists return intention, Tourism Pull motivational factor, Tourism Pull motivational factor, Tourism Push motivational factor, Tourist satisfaction