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AN ANALYSIS OF TRAVEL PUSH AND PULL MOTIVATIONS:

AN EMPIRICAL CASE OF DOMESTIC TOURISTS
IN CAN THO CITY, VIETNAM
Vo Hong Phuong1, Huynh Thi Cam Ly2 and Tran Thi Bach Yen3

Abstract
This study was conducted to shed light on travel motivations of domestic
tourists to Can Tho City, which would be used to help attract more visitors and
develop local tourism. This study employs a five-level Likert scale to evaluate the
significance of the travelers’ motivations, together with the Exploratory Factor
Analysis (EFA) and Discriminant Analysis by using designed questionnaires to
interview 140 local travelers visiting Can Tho city recently. As revealed in the
findings, tourists coming to Can Tho City are likely to be influenced by seven travel
motivations, which could be categorized into push motivations and pull motivations.
The former includes (1) relaxation and self-affirmation, (2) prestige, (3) entertainment,
(4) social contact. The latter comprises (5) accessibility and reasonable prices, (6)
resources and entertainment, (7) history, culture, and gastronomy. Besides, the author
also suggests some solutions based on the evaluations of the significance of the push
and pull motivations.
Keyword: Travel motivations, Domestic tourists, Exploratory factor analysis,
Discriminant analysis, Can Tho city

1. INTRODUCTION
Can Tho City is one of the economic hubs in the Mekong Delta region.
According to the statistics from Can Tho City Tourism Association (CANTA), in

1
School of Economics, Can Tho University, Email: [email protected] (Master of Business
Administration, Can Tho University, Vietnam)
2
Phd Student, Newcastle Business School, Email: [email protected]
3
Corresponding author, School of Economics, Can Tho University, Email: [email protected] (Master
of International Business, Monash University, Australia)

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2018, Can Tho City welcomed 8,480,968 tourist arrivals, rising by 12.5% compared to
the same period in 2017 and fulfilling 106% of that year’s annual plan. The total
revenue from the tourist industry in 2018 was 3,785 billion VND, increasing by 30.6%
compared to that of 2017. This has reflected the increasing extent to which Can Tho
tourism has developed after each year, contributing a great amount of turnover to the
economy of the Mekong Delta and even the nation.
As society has grown tremendously, human consumption also becomes
increasingly challenging, which leads to customers’ hesitancy when deciding on
tourist destinations within a limited budget. Businesses have to gain a profound insight
into the customers’ travel motivations to thoroughly understand those demands to
better understand the domestic travelers’ needs and what they are expecting. In this
way, they could also devise effective plans to impact the travelers’ motivations by
developing their tourist facilities, which would also improve the image of Can Tho
tourism as a result. A limited number of studies have been conducted on the
motivations of travelers coming to Can Tho City. In addition, they mostly focused on
foreign tourists. The domestic ones’ did not seem to come under much spotlight.
As reported by the General Statistics Office before 2018, the density of
domestic tourists visiting Can Tho had been much higher than that of the foreign
counterparts. Therefore, to study the motivations influencing the domestic travelers’
decision to visit Can Tho is truly essential. Because of the aforementioned reasons,
this study was conducted to explore the travel motivations of domestic visitors coming
to Can Tho City and suggest some solutions to attract tourists.
2. RESEARCH METHODOLOGY
Pull motivation is a theoretical concept that aims to explain behaviors. It offers
people a reason to take actions, harbor desires, and express needs. Push motivations
could be described as a person’s orientation to a certain behavior, or something that
urges them (not) to maintain a behavior. In other words, motivations are subjective
targets of human activities to fulfill the aroused and also the strongest needs at a
specific moment which determines that human action.
Travel motivation, which is a subjective factor encouraging people to take
actions, refers to the psychological cause which makes a person decide to travel to a
place and decide what type of travel to employ. The psychological causes are elements
related to a person’s conception, psychological status, traveling needs or personalities.
This internal force pushes and maintains one’s activities, as well as launches them on
the predesigned path towards the target. Hence, travel motivations are the cause of
purchasing behavior, the result from the tourist services purchasing behaviors, and the

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catalyst of activities which are well attached to the fulfillment of individual traveling
needs.
In brief, travel motivations are a set of properties which causes an individual to
be engaged in a tourist activity to achieve their target and expect satisfaction
(A.Pizam, Y.Neuimann & A.Reichel).

2.1 Method for measuring travel motivations

The decision on a tourist destination is made not only based on the
holidaymaker’s internal needs but also thanks to the features and attraction available
there. Lam and Hsu (2006) confirmed that people decide to travel because they are
“pushed” by their internal motivations and “pulled” by the external features of the
destinations. Thus, travel motivations are measured using push motivations (i.e.
internal motivations) and pull motivations (i.e. external motivations). Particularly,
push motivations are refined, taking the tourist career ladder (TCL) proposed by
Pearce (1988) into consideration, and pull motivations are measured by the attraction
of the destinations.
Pull motivations are elements that encourage or create tourists’ intangible or
internal desire during their vacation (Dann, 1977). These pull elements have been
recognized as the initial step and a useful tool for explaining the need for traveling and
understanding tourists’ behaviors. Distinctive features and the popularity of a
destination contribute greatly to the accumulated need for traveling. This can be
explained by the assumption that humans innately crave for knowledge and new
experiences, which could be achieved through traveling. At the most basic level, the
push motivations are interpreted as internal elements which urge individuals to travel,
thus represent individual socio-psychological needs.
As ascertained by Crompton (1979), push factors are the tourists’ conception
and expectation about features, attractions, or properties of the destinations, so they
play a pivotal role in the decision-making of these tourists. Dincer et al. (2003) pointed
out that elements related to tourist destinations, such as the attraction of culture and
nature, geographic adjacency, and security, have a positive impact on travel needs.
Therefore, these elements should be considered when evaluating travel needs.
2.2 Analytical framework
Based on the TCL model by Pearce (1988), related past studies, and the status
quo of the tourism industry in Can Tho City, the author suggested 5 sets of push
motivations, which are relaxation, safety, networking, prestige, self-affirmation. Four
sets of pull motivations, which have a direct impact on the tourists’ decision to visit

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Can Tho, namely natural landscapes, historical, cultural, and gastronomical attractions,
accessibility, reasonable prices, as well as events and festivals, were also proposed.
These factors were evaluated on the scale from 1 (least significant) to 5 (most
significant) in a questionnaire. The proposed framework is as follows.

Anthropological characteristics: Age, Marital

status, Education, Income

The motivations of domestic tourists coming to Can Tho

Pull motivations Push motivations:
- Natural landscapes - Relaxation
- History, culture, gastronomy - Safety
- Accessibility and affordable prices - Networking
- Events - Prestige enhancement
- Self-affirmation

Figure 1: Proposed research model

3. RESEARCH METHOD
3.1 Data Collection
Secondary data: Most of the secondary data utilized in this study were the total
number of tourists, the total revenue from tourist activities in Can Tho. The data
collected from relevant reports, statistics, studies, etc., which could be accessed on the
Internet, were also taken into account.
Primary data: The primary data of this study was collected by interviewing
domestic tourists at some destinations in Can Tho City, using a questionnaire. This
questionnaire consists of three parts. The first part includes questions concerning
tourists’ traveling behaviors, whereas the second part aims to evaluate the significance
of tourists’ travel motivations to Can Tho. The last part is reserved for the
respondents’ general information.
The samples of this research comprised interviews with 140 domestic tourists
visiting famous destinations in Can Tho, using the convenience sampling method.
Among them, 85 respondents were interviewed with a physical questionnaire on the
spot and 55 participants took the online survey.
3.2 Data Analysis
To analyze the travel motivations of domestic tourists coming to Can Tho City,
the primary data were collected using a questionnaire which includes 3 parts.

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Part 1 and part 3 were evaluated by the nominal scale, which uses marking
numbers, letters, or even symbols to classify and identify objects. This scale is used as
a dummy in statistics and regression analysis.
The factors in part 2 were measured by a ratio scale from 1 (least significant) to
5 (most significant). As pointed out by some researchers that a scale of 5 or 6 levels is
the most suitable (Luck & Rubin, 2005), this study employs the Likert 5-level scale to
evaluate the significance of tourists’ travel motivations.
Exploratory factor analysis (EFA) is a statistical analysis method used to reduce
a set of reciprocal observed variables to a smaller set of variables (called factors) so
that they could be more significant but still contain most of the information of the
original (Hair & et al., 1998).
Discriminant analysis is a data analysis technique employed when dependent
variables are the classified ones and independent variables are quantitative ones
(interval or ratio scale). Discriminant can do the following tasks:
- Construct discriminant functions to discriminate the signs of dependent
variables.
- Investigate whether there is a significant difference among sets when
considering independent elements.
- Confirm that the independent variables are the major reason for the
differences among sets.
4. RESULTS AND DISCUSSIONS
4.1 The status of tourist activities in can tho city from 2016-2018
In recent years, as Vietnam welcomes more tourists, the number of visitors to
Can Tho has also increased. Tourism of the city has made comprehensive changes,
which is vividly shown in the following records:
Table 1. Total number of arrivals in Can Tho, the Mekong Delta, and Vietnam
from 2016 to 2018
Unit: Visits
Total number of Years
tourists’ arrivals 2016 2017 2018
Can Tho 5,349,817 7,539,221 8,480,968
The Mekong
28,000,000 34,877,247 40,000,000
Delta
Vietnam 72,012,735 86,122,151 95,600,000
(Source: General Tourism Statistics Office, 2018)

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As reflected in Table 1, it could be seen that in the past three years, the number
of tourist arrivals in Can Tho City rose considerably thanks to recent considerable
investment in tourist facilities and infrastructure, as well as the development of
sustainable tourist products, which are not only unique but also environmental-
friendly. This has contributed greatly to the local socioeconomic status, helping Can
Tho live up to the role expectations as a major city in the Mekong Delta. Especially, in
2017, the city witnessed a remarkable rise in the number of tourist arrivals thanks to a
year of consecutive events and festivals, such as APEC’s Food Security Week, the
International Beach Volleyball Tournament, the Conference on Sustainable and
Climate-Resilient Development of the Mekong Delta of Vietnam, together with a great
number of featured cultural events in districts of the city.
Nevertheless, looking at the ratio of tourists coming to Can Tho City compared
to that of the Mekong Delta, it could be stated that this ratio only increased slightly
from 2016 to 2017, and stayed unchanged in 2018. This means that tourism in other
provinces in the Mekong Delta has become more and more developed, which attracted
a considerable number of people. Consequently, the ratio of holidaymakers coming to
Can Tho could not maintain its upward trend as in previous years. In fact, some
provinces in the Mekong Delta are boosting their tourism activities enthusiastically,
particularly Long An, An Giang, Kien Giang and Bac Lieu.
The tourist revenue of Can Tho City during the 2016-2018 period rose
significantly. The detailed revenue for each year is shown in the following figure.

4,000,000 3,785,000

3,500,000
2,897,900
3,000,000

2,500,000
1,826,167
2,000,000

1,500,000

1,000,000

500,000

-
2016 2017 2018

Source: Can Tho Department of Culture, Sports, and Tourism

Figure 2: Tourist revenue of Can Tho City from 2016 to 2018 in millions VND

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As shown in figure 2, the revenue in 2017 and 2018 surged compared to those
of the two previous years. The reasons are as follows: (1) the innovations and
improvements at tourist destinations like Cai Rang Floating Market, Phong Dien, My
Khanh Orchard, in eco-tours along the waterways, and (2) the effective collaboration
between Can Tho Department of Culture, Sports, and Tourism and other governing
bodies to ensure the safety of tourists visiting Can Tho. Thus, the number of tourists
has increased specifically and contributed an enormous revenue to Can Tho City in the
past two years. Besides, that the improvements went hand-in-hand with the project
“Creating and developing featured tourist products” has partly improved the number of
travelers coming to Can Tho, which led to higher tourist revenue in particular and
better economy of the city in general.
Thanks to the leadership of the authorities of all levels, together with the
support from local people, and the indispensable role that the businesses play, Can Tho
tourism has been aiming at new paragons. It has been affirmed to be the key sector
contributing to the socio-economic development, transforming the city into the center
and dynamics of Mekong Delta’s growth, the position it well-deserves.
4.2 Analysis of push factors influencing tourists’ travel motivations
After three times testing the reliability coefficient and eliminating violated
variables, 16 variables were kept for the EFA. Based on EFA results, the author
eliminated variable TG2. EFA was implemented a second time with 15 observed
variables. Moreover, 4 sets of push motivations were also renamed as follows.
Push set 1: Relaxation and self-affirmation, which includes 6 elements:
- TG4: Reduce stress
- TG3: Relax
- TG1: Get away from routine habits
- KĐ2: Know more about the local culture at the target destination
- KĐ1: Experience a destination that one has never been to before
- KĐ3: Enhance the quality of life
Push set 2: Prestige, which includes 3 elements:
- UT1: Self-affirm
- UT2: Impress family and friends with that destination
- UT3: Choose a popular destination
Push set 3: Entertainment, which includes 3 elements:
- AT1: Entertain
- AT2: Experience new and interesting things
- QH1: Spend time with friends

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Push set 4: Social contact, which includes 3 elements:

- QH2: Meet those who share similar hobbies
- QH3: Meet the networking needs
- KĐ5: Widen the knowledge about a certain place
Table 2: Rotated factor matrix of push motivations impacting the domestic
tourists’ decision to choose Can Tho as their destination
Code Observed variables Factor loading
1 2 3 4
TG4 Reduce stress 0.752
TG3 Relax 0.718
Know more about the local culture at the target
KĐ2 0.664
destination
Get away from routine habits (go to work, go
TG1 0.615
to school, etc.)
KĐ3 Enhance the quality of life 0.577
Experience a destination that one has never
KĐ1 0.565
been to before
Impress family and friends with that
UT2 0.847
destination
UT3 Choose a popular destination 0.790
UT1 Self-affirm 0.765
AT1 Entertain 0.802
QH1 Spend time with friends 0.756
AT2 Experience new and interesting things 0.669
QH2 Meet those who share similar hobbies 0.716
QH3 Meet the networking needs 0.667
KĐ5 Widen the knowledge about a certain place 0.627
KMO Coefficient: 0.771
Sig.F Coefficient: 0.000
Cumulative of Variance: 60.95%
Source: Analyzing figures from 140 domestic travelers, 2019

4.4 Analysis of pull factors impacting tourists’ travel motivations

After testing the reliability coefficient, all 14 variables were kept for the EFA.
The EFA results showed that the variable SK1 violated the discriminant value.
Therefore, from 13 variables, a second EFA underwent with the other 12 observed
variables. After the factor rotation method was deployed, the matrix established from
12 observed variables was as follows.
Based on this rotated matrix of 12 factors, the author renamed 3 sets of pull
motivations as follows.
Pull set 1: Accessibility and reasonable prices, which includes 5 elements:
- TC1: Convenient transportation
- TN3: Favorable weather and climate

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- TC3: Services worth their prices

- TC2: Diverse means of transports to get to the destination
- TC4: Acceptable service prices compared to personal income

Pull set 2: Tourist resources, which includes 4 elements:

- SK3: Various shopping and entertaining activities
- TN4: A great variety of supporting equipment in entertaining activities
-TN2: Many types of tourism (eco-tourism, cultural tourism, waterways-
featuring tourism, etc.)
- TN1: Beautiful and attractive landscapes
Pull set 3: History, culture, and gastronomy, which includes 3 elements
- LV2: Unique cultures
- LV1: Destinations featuring historical stories of the country
- LV3: Diverse gastronomy, which is distinctive to the region of waterways

Table 3: Rotated factor matrix of pull motivations impacting the domestic

tourists’ decision to choose Can Tho as their destination
Code Observed variables Factor loading
1 2 3
TC1 Convenient transportation 0.770
TN3 Favorable weather and climate 0.686
TC3 Services worth their prices 0.640
Diverse means of transport to the
TC2 0.522
destination
Acceptable service prices compared to
TC4 0.505
personal income
SK3 Various shopping and entertaining activities 0.746
A great variety of supporting equipment for
TN4 0.688
entertaining activities
Many types of tourism (eco-tourism,
TN2 cultural tourism, waterway-featuring 0.683
tourism, etc.)
TN1 Beautiful and attractive landscapes 0.623
LV2 Unique cultures 0.811
Destinations featuring historical stories of
LV1 0.691
the country
Diverse gastronomy distinctive to the region
LV3 0.583
of waterways
KMO Coefficient: 0.791
Sig.F Coefficient: 0.000
Cumulative of Variance: 56.672%
Source: Analyzing figures from 140 domestic visitors, 2019

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After the EFA and the Cronbach’s Alpha were conducted, the framework was
modified to form a new one which features 4 push motivations and 3 pull motivations.
The details are as follows.

Anthropological characteristics: Age, Marital

status, Education, Income

The motivations of domestic tourists coming to Can Tho:

Pull motivations Push motivations
- Accessibility and affordable - Relaxation and self-
prices affirmation
- Tourist resources - Prestige
- History, culture, gastronomy - Entertainment
- Self-affirmation

Figure 3. Modified framework

4.4 Discriminant Analysis
Discriminant analysis was implemented with dependent variable Y, which
signified the experience of traveling to Can Tho City. It was divided into two groups -
the tourists coming to Can Tho for the first time and those coming back (which meant
they had been to Can Tho for more than once). This analysis was conducted to better
understand what motivations had a greater impact on the returning tourists’ decisions.
Accordingly, the author offered some solutions to increase the number of domestic
returns to Can Tho City.
H0: There was no discrimination between the motivations of first-time and
returning tourists.
Table 4: Standardized coefficients
Push set 1 Relaxation and self-affirmation 0,443
Push set 2 Prestige 0,560
Push set 3 Entertainment 0,211
Push set 4 Networking 0,239
Pull set 1 Accessibility and affordable prices 0,515
Pull set 2 Tourist resources 0,915
Pull set 3 History, culture, and gastronomy 0,602
Eigenvalue: 0,416

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Wilks’ Lambda: 0,706

Source: Analyzing figures from 140 domestic travelers, 2019
After the discriminant analysis was conducted on SPSS, the results in the
correlation matrix of sets showed that the correlation among predicting variables is
rather low, mostly =< 0.3. Thus, it could be stated that the multicollinearity is not
remarkable. The correlative Eigenvalue value of the function was 0.416 and accounted
for 100% of the variance which could explain the causes. Besides, the canonical
correlation coefficient was 0.542, which means 30% of the variance of dependent
variables could be explained by this model.
Additionally, the Wilks’ Lambda value of the function was 0.706, and its Chi-
square value was 46.74. These two values ascertain that the two subject are different
and distinctive. Moreover, the observed significance level was 0.000, much smaller
than 0.05. Hence, it could be concluded that the significance of the statistically
significant discrimination was at 5%. The results could be explained as follows:
The importance of factor sets was reflected by the absolute value of the
standardized system (Standardized Canonical Discriminant Function Coefficients
Table). The variables with a higher absolute value of the standardized coefficients
would contribute more to the discrimination of the functions. As shown in Table 4.13,
“Pull set 2: Tourist resources” was the most important set of predicting factors for
distinguish the tourists coming to the destination for the first time and those who came
back. Following this set were “Pull set 3: History, culture, and gastronomy” and “Pull
set 2: Prestige.” This means that these three sets of factors could show most clearly the
differences between first-time and returning tourists. The values of the coefficients of
the predicting variables were all positive, which pointed out that the higher the
evaluation of the pull and push motivations of the tourists coming to Can Tho got, the
more tourists would come back and vice versa.
5. CONCLUSION
Based on the results of the analysis, domestic tourists chose to travel to Can
Tho because of 4 pull motivations, i.e. Relaxation and self-affirmation, Prestige,
Entertainment, Social Contact, and 3 pull motivations, i.e. Accessibility and affordable
prices, Tourist resources, History, culture, and gastronomy.
Concerning the discriminant analysis results between new tourists and
.returning tourists, the order of variables reflected that the significant discrimination
between those two groups of tourists were the sets (1) “Tourist resources”, i.e. the
variety of means for entertainment, with several shopping facilities, a great number of
tourism types, and beautiful landscapes, (2) “History, culture, gastronomy”, i.e. unique

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cultures, destinations featuring historical stories of the country, and diverse

gastronomy, which is distinctive to the region of waterways, and (3) “Prestige”, i.e. the
motivations to show off, to go to a destination which would be impressive for family
and friends, to go to a place where many people want to come.
However, due to the mismatch between the tourist industry workforce and the
requirements in terms of both quantity and quality, there should be a combination of
many types and formats of training to attract more qualified workers for prospective
tourist activities in Can Tho City until 2020. The measures may include short training
courses on essential knowledge for the unskilled workers as well as local people in the
area of the tourist destinations, support for enterprises, vocational classes held by
tourist agencies and on-the-spot training
Besides, tourist resources also have a profound influence on the travelers’
decision to come back to Can Tho, so there should be proper investment in cultural
and sports facilities, such as museums, theaters, cinemas, libraries, parks, event halls,
etc. to diversify products and develop its tourism strengths as the most important city
of the region. Moreover, the focus should be put on tourist resources which attract
much public interest, e.g. Ninh Kieu Quay, Truc Lam Zen Monastery, or Cai Rang
Floating Market. Tourism should be innovative enough to encourage returning
domestic tourists.
Last but not least, the majority of domestic tourists returned to Can Tho for a
second time and stayed for one to two days. This result matched the reality that the
number of tourists coming to Can Tho increased moderately, yet the length of their
stay fell right under average. Accordingly, it would be challenging to lengthen their
stay to the average level. Therefore, it is highly recommended that some unique tourist
products be introduced to keep the visitors for a longer period, or work collaboratively
with businesses at other destinations in the Mekong Delta.

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