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Factors Behind Tourists’ Travel Motivation: The Case of the Gilan Region, Iran

Yaser Ramazannejad
Yaser Ramazannejad
, 
Moslem Zarghamfard
Moslem Zarghamfard
, 
Arezoo Hajisharifi
Arezoo Hajisharifi
 y 
Sahand Azar
Sahand Azar
   | 16 dic 2021
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Publicado en línea: 16 dic 2021
Páginas: 101 - 112
Recibido: 10 feb 2021
DOI: https://doi.org/10.2478/quageo-2021-0032
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© 2021 Yaser Ramazannejad et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.

Fig. 1

Travel motivations.Source: own compilation (2020).
Travel motivations.Source: own compilation (2020).

Fig. 2

Geographical location of the studied area.Source: own compilation (2020).
Geographical location of the studied area.Source: own compilation (2020).

KMO and Bartlett's Test.

Kaiser–Meyer–Olkin measure of sampling adequacy 0.749
Approx. chi-square 1,546.104
Bartlett's test of sphericity df. 496
Sig. 0.000

One sample T-tests between push and pull motivational factor.

Factor Motivation Mean t-value
Push motivational factors Sense of dependency 2.286 −24.476
Purchase of agricultural products at cheaper price 1.713 −34.686
Direct purchase of agricultural products 2.033 −33.736
Interest in visiting village of birthplace or family hometown 1.526 −39.208
Desire to meet family, friends and relatives 1.620 −42.807
Desire to experience excitement and adventurous situations 3.680 −13.346
Overcoming stress and renewing mental health in space away from usual tensions of life 3.186 −17.399
Desire to escape from ongoing busy life and everyday homogeneity 4.506 −9.256
Create happy and fun moments with your family or friends 4.500 −5.956
Opportunities to get acquainted with other cultures 2.846 −22.680
Desire to interact with local residents 3.873 −14.105
Total 2.888 −51.911
Pull motivational factors Presence of beautiful natural landscapes 4.593 −7.473
Existence of handicrafts 2.246 −25.936
Abundance of agricultural products 1.740 −34.736
Existence of sea 4.780 −5.662
Diverse agricultural activities 2.166 −30.989
Existence of many rivers 4.620 −7.502
Existence of forest 4.586 −7.702
Existence of human perspectives 4.326 −11.185
Existence of traditional lifestyle 2.546 −25.988
Total 3.511 −44.161

Results of factor analysis.

Factor Variables included in the factor Factor loadings Rotation sums of squared loadings
Total % of variance
Nature-based tourism and spiritual renewal Desire to experience excitement and adventurous situations 0.77 8.267 23.684
Overcoming stress and renewing mental health in space away from usual tensions of life 0.74
Existence of sea 0.73
Desire to escape from ongoing busy life and everyday homogeneity 0.69
Existence of many rivers 0.65
Existence of forest 0.65
Create happy and fun moments with family or friends 0.69
Presence of beautiful natural landscapes 0.42
Place dependency and purchase of agricultural products Sense of dependency 0.66 5.621 18.173
Existence of handicrafts 0.65
Abundance of agricultural product 0.64
Purchase of agricultural products at cheaper price 0.61
Direct purchase of agricultural products 0.58
Interest in visiting village of birthplace or family hometown 0.52
Desire to meet family, friends and relatives 0.51
Diverse agricultural activities 0.58
Lifestyle Existence of human perspectives 0.54 3.492 14.792
Opportunities to get acquainted with other cultures 0.53
Desire to interact with local residents 0.42
Existence of traditional lifestyle 0.41

Push and pull motivational factors.

Push factors Pull factors
Sense of dependencyPurchase of agricultural products at cheaper priceDirect purchase of agricultural productsInterest in visiting a village of birthplace or family hometownDesire to meet family, friends and relativesDesire to experience excitement and adventurous situationsOvercoming stress and renewing mental health in a space away from usual tensions of lifeDesire to escape from ongoing busy life and everyday homogeneityCreate happy and fun moments with your family or friendsOpportunities to get acquainted with other culturesDesire to interact with local residents Presence of beautiful natural landscapesExistence of handicraftsAbundance of agricultural productsExistence of seaDiverse agricultural activitiesExistence of many riversExistence of forestExistence of human perspectivesExistence of traditional lifestyle

Profile of tourists.

Variable Values Frequency %
Gender Female 135 34.6
Male 255 65.4
Age 15–24 32 8.2
25–34 92 23.6
35–44 134 34.4
45–54 107 27.4
+55 25 6.4
Marital status Married 336 86.2
Single 54 13.8
Education Sub-diploma 59 15.1
Diploma 71 18.2
Associate degree 65 16.7
MS 140 35.9
MA 55 14.1

Tourists’ travel patterns.

Variable Values Frequency %
Travel times First time 192 49.2
More than once 198 50.8
Residence location Villa rental 103 26.4
Private villa 40 10.3
Camping 247 63.3
Home relatives and friends 0 0
Familiarity with the destination Internet 11 2.8
Local friends and acquaintances 208 53.3
Media 24 6.2
Accidental 147 37.7
Travel time priority Weekends 12 3.1
Weekdays 77 19.7
Holidays 173 44.4
Free time 128 32.8
Travel companions Alone 9 2.3
Family 332 85.1
Friend 49 12.6
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