Push and Pull Motivations as Predictors of Ecotourist Satisfaction: Evidence from Yogyakarta
Main Article Content
Abstract
This study aims to identify the underlying dimensions of push and pull motivations among ecotourists and examine their respective effects on tourist satisfaction at ecotourism destinations in Yogyakarta, Indonesia. This study aims to identify the underlying dimensions of push and pull motivations among ecotourists and examine their respective effects on tourist satisfaction at ecotourism destinations. The analysis identified two dimensions of ecotourist motivation. Pull motivation comprises natural scenery, adventure activities, green landscapes, rural community interaction, hiking and walking, photography, and amenities. Push motivation includes escape, refreshment, relief from daily routines, sports, and specific travel purposes. Both dimensions exhibit positive and statistically significant relationships with tourist satisfaction. Push motivation demonstrates a stronger standardised coefficient (β = 0.528) than pull motivation (β = 0.228). The model explains 42.5% of the variance in tourist satisfaction, highlighting the importance of tourists’ internal psychological needs alongside destination attributes in shaping their evaluations of ecotourism experience. This study provides empirical evidence from Yogyakarta by distinguishing the contributions of push and pull motivations to ecotourist satisfaction. The findings highlight the relevance of incorporating both internal travel motivations and destination-related attributes into ecotourism planning and management
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ajuhari, Z., Aziz, A., & Bidin, S. (2023). Characteristics of attached visitors in ecotourism destination. Journal of Outdoor Recreation and Tourism, 42(100608). https://doi.org/10.1016/j.jort.2023.100608
Amir, S., Astuti, W., & Chandrarin, G. (2024). More Than Nature: Why Do Tourists Return to Ecotourism? Exploring the Dimensions of Memorable Tourist Experiences as a Determinant of Revisit and Recommend Intention. Journal of Ecohumanism, 3(8). https://doi.org/https://doi.org/10.62754/joe.v3i8.4903
Arowosafe, F., Akinwotu, O., Tunde-Ajayi, O., Omosehin, O., & Osabuohien, E. (2022). Push and pull motivation factors: a panacea for tourism development challenges in Oluminrin waterfalls, Nigeria. Journal of Policy Research in Tourism, Leisure and Events, 14(1). https://doi.org/10.1080/19407963.2021.2017729
Carvache-Franco, M., Carvache-Franco, W., Carvache-Franco, O., & Borja-Mor´an, J. e. (2022). Motivations as a predictor of satisfaction and loyalty in ecotourism. Journal of Outdoor Recreation and Tourism, 37(100478). https://doi.org/10.1016/j.jort.2021.100478
Carvache-Franco, M., Carvache-Franco, W., Carvache-Franco, O., & Borja-Moran, J. (2022). Ecotourism motivations and segmentation in a Fauna Production Reserve in Ecuador. Journal of Cultural Heritage Management and Sustainable Development, 2044-1266. https://doi.org/10.1108/JCHMSD-07-2021-0124
Carvache-Franco, M., Solis-Radilla, M. M., Franco, W. C., & Carvache-Franco, O. (2021). Push and Pull Motivations as Demand Predictors of Coastal and Marine Destinations: A Study in Acapulco, Mexico. Tourism Planning & Development. https://doi.org/10.1080/21568316.2021.1945673
Ceballos-Lascuráin, H. (1996). Tourism, Ecotourism and Protected Areas: The State of Nature-Based Tourism around the World and Guidelines for Its Development. (301).
Chen, F., Liu, J., Wua, J., Sjafrie, N. D. M., Rahmadi, P., & Putranto, R. Y. (2021). Measuring the relationship among stakeholders from value-satisfaction-demand in the development of ecotourism of Marine Park. Marine Policy, 29(104519). https://doi.org/10.1016/j.marpol.2021.104519
Costa, V., & Sarmento, R. (2019). Confirmatory Factor Analysis A Case study. In P. FEUP (Ed.).
Coulton, C., & Chow, J. (2008). Interaction Effects in Multiple Regression. Journal of Social Service Research, 16(1-2), 179-199. https://doi.org/10.1300/J079v16n01_09
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424. https://doi.org/10.1016/0160-7383(79)90004-5
Dagustani, D., Kurniawan, G. I., Vidyastuti, H. A., & Miharja, R. (2022). Model of Increasing Tourists Revisit Intention : Utilizing The Environment as An Ecotourism Area. In Environmental, Social, and Governance Perspectives on Economic Development in Asia International Symposia in Economic Theory and Econometrics. https://doi.org/10.1108/S1571-03862021000029B034
Dey, B., Mathew, J., & Chee-Hua, C. (2020). Influence of destination attractiveness factors and travel motivations on rural homestay choice: the moderating role of need for uniqueness. International Journal Ofculture, Tourismandhospitality Research, 14(4), 639-666. https://doi.org/10.1108/IJCTHR-08-2019-0138
Fennel, D. A. (2002). Ecotourism An Introduction Routledge, Taylor & Francis.
Ginting, N., & Triska, E. (2023). Developing Tourism Attractions Based on Ecotourism in Aek Nauli Indonesia OP Conference Series: Earth and Environmental Science, Sweden.
Hair, J. F., Black, W. C., B.J, & Anderson, R. E. (2010). Multivariate Data Analysis Pearson Education International.
Halkos, G., Leonti, A., & Sardianou, E. (2021). Activities, motivations and satisfaction ofurban parks visitors: A structural equation modeling analysis. Economic Analysis and Policy, 70, 502–513. https://doi.org/10.1016/j.eap.2021.04.005
Hetzer, N. D. (1965). Environment, tourism, culture. In The Encyclopedia of Ecotourism (Vol. 1, pp. 1-3).
Hoang, S. D., Pham, T. P., & Tuckova, Z. (2022). Tourist Motivation as an Antecedent of Destination and Ecotourism Loyalty. Emerging Science Journal, 6(5). https://doi.org/https://doi.org/10.28991/ESJ-2022-06-05-014
Hoyle, R. H. (2004). Confirmatory Factor Analysis. Encyclopedia Social Science Research Method, 1, 169-175. https://doi.org/10.1016/B978-012691360-6/50017-3
Huang, S. S., & Hsu, C. H. C. (2009). Travel motivation: linking theory to practice. International Journal of Culture, Tourism and Hospitality Research, 3(4), 287 - 295. https://doi.org/10.1108/17506180910994505
Jeong, C. (2014). Marine Tourist Motivations Comparing Push and Pull Factors. Journal of Quality Assurance in Hospitality & Tourism, 15, 294–309. https://doi.org/10.1080/1528008X.2014.921772
Jogaratnam, G., Kim, K., & Noh, J. (2007). Multi-Destination Segmentation Based on Push and Pull Motives. Journal of Travel & Tourism Marketing, 21(2-3). https://doi.org/10.1300/J073v21n02_02
Khanh, C. N. T., & Phong, L. T. (2020). Impact of environmental belief and nature-based destination image on ecotourism attitude. Journal of Hospitality and Tourism Insights, 3(4), 489-505. https://doi.org/10.1108/JHTI-03-2020-0027
Massi, M., & Nisco, A. D. (2019). The internet-Based Marketing of ecotourism: are ecotourists really Getting What they Want? Tourism Planning and Destination Marketing, 161-182. https://doi.org/10.1108/978-1-78756-291-220181008
Pham, H. S. T., & Khanh, C. N. T. (2021). Ecotourism intention: the roles of environmental concern, time perspective and destination image. Tourism Review, 76(5), 1141-1153,. https://doi.org/10.1108/TR-09-2019-0363
Pham, N. T. K. C. a. H. (2022). The moderating role of eco-destination image in the travel motivations and ecotourism intention nexus. Journal of Tourism Futures, 1-17. https://doi.org/10.1108/JTF-01-2022-0014
Quynh, N., Hoai, N. T., & Loi, N. V. (2021). The role of emotional experience and destination image on ecotourism satisfaction. Spanish Journal of Marketing ESIC, 25(2), 308-328 https://doi.org/10.1108/SJME-04-2020-0055
Sanchez-Torres, J. A., Fernandez, Y. L. H., & Lopera, C. P. (2022). Factors influencing university students in conducting ecotourism. Journal of Tourism Futures, 1-14. https://doi.org/10.1108/JTF-09-2020-0139
Santamaria, G. C., Jimenez, J. M., Sanchez-Cubo, F., & Pozo, A. G. (2021). Motivations in heritage destinations of the cultural tourist: the case of Malaga (Spain). National Accounting Review, 3(1). https://doi.org/10.3934/NAR.2021004
Smith, M. K., Pinke-Sziva, I., Berezvai, Z., & Buczkowska-Golabek, K. (2022). The changing nature of the cultural tourist: motivations, profiles and experiences of cultural tourists in Budapest. Journal of Tourism and Cultural Change, 20(1-2). https://doi.org/10.1080/14766825.2021.1898626
Stapleton, C. D. (1997). Basic Concepts and Procedures of Confirmatory Factor Analysis Annual Meeting of the Southwest Educational Research Association Austin, TX.
Su, D. N., Johnson, L. W., & O’Mahony, B. (2020). Analysis of push and pull factors in food travel motivation. Current Issues in Tourism, 23(5). https://doi.org/10.1080/13683500.2018.1553152
Thuy, V. T. N., & Thao, H. D. P. (2019). Ecotourists’ satisfaction and dissatisfaction: asymmetric effects of service attributes. Journal of Asian Business and Economic Studies, 26(2). https://doi.org/10.1108/JABES-07-2018-0051
visitingjogja.jogjaprov.go.id. (2025). Statistik Pariwisata DIY Year 2025
Wang, X., & Leou, C. H. (2015). A Study of Tourism Motivation, Perceived Value and Destination Loyalty for Macao Cultural and Heritage Tourists. International Journal of Marketing Studies, 7(6). https://doi.org/10.5539/ijms.v7n6p83
Yan, N., & Halpenny, E. (2019). The role of cultural difference and travel motivation in event participation A cross-cultural perspective. International Journal of Event and Festival Management, 10(2), 155-173. https://doi.org/10.1108/IJEFM-05-2018-0033
Zakia. (2021). Ecotourism in Indonesia: Local Community Involvement and The Affecting Factors. Journal of Governance and Public Policy, 8(2), 93-105. https://doi.org/10.18196/jgpp.v8i2.10789