What inspires you to visit our welcoming home? Tourist motivation for visiting rural destinations: The case of Jammu and Kashmir
This study investigates the push and pull factors influencing tourists' motivations to visit the Jammu region of the Union Territory of Jammu & Kashmir, classifying these motivations into key dimensions. Data were collected through a structured questionnaire administered to 380 tourists, sel...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | en |
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Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Selangor, Puncak Alam Campus
2025
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/118909/1/118909.pdf https://ir.uitm.edu.my/id/eprint/118909/ https://www.jthca.org/ |
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| Summary: | This study investigates the push and pull factors influencing tourists' motivations to visit the Jammu region of the Union Territory of Jammu & Kashmir, classifying these motivations into key dimensions. Data were collected through a structured questionnaire administered to 380 tourists, selected via simple random sampling. Twenty motivations (10 push and 10 pull factors) were analyzed using one-sample t-tests, paired-sample t-tests, Pearson correlation analysis, mean ranking, and factor analysis. The one-sample t-test showed that both push and pull motives significantly exceeded the neutral midpoint on the Likert scale, indicating their strong influence on travel decisions. The paired-sample t-test found no significant difference between the importance of push and pull factors, while Pearson correlation confirmed a strong positive relationship. Factor analysis revealed three key dimensions: ‘Cultural and Experiential Motivation,’ ‘Environmental and Personal Well-being Motivation,’ and ‘Social and Emotional Motivation,’ with cultural motivation being the most influential. These findings suggest strategies for promoting heritage sites, eco-tourism, and community-based initiatives to enhance sustainable tourism in the region. This study contributes to tourism scholarship by providing a deeper understanding of visitor motivations and informing targeted tourism development strategies. |
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