Push and pull motivations of Brazilian travel lovers

ABSTRACT Some people are more interested in traveling than others. What factors motivate people to travel? What are the factors that drive them to travel (push motives), and what are those that drive them to choose a certain type of trip (pull motives)? To answer these questions, this study conducted a two-phase investigation with Brazilians citizens: an exploratory and qualitative phase with 16 in-depth interviews and a descriptive and quantitative phase based on a model supported by the 3M Model of Motivation and Personality (Mowen, 2000), and interpreted using structural equation modeling, with partial least squares (PLS). The most important motives identified were push motives (to search for self-knowledge and personal development) and pull motives (to face adventures and challenges, seek novelty, have stories to tell, and experience cultural diversity).摘要：相较于普通人群，部分个体对旅行抱有更强烈的兴趣。那么，究竟哪些因素能够激发人们的旅行意愿？其中，促使人们产生旅行行为的驱动因素被称为推式动机（push motives），而引导人们选择特定旅行类型的影响因素则为拉式动机（pull motives）。为解答上述研究问题，本研究针对巴西公民开展了两阶段调研：第一阶段为探索性定性研究，共开展16次深度访谈；第二阶段为描述性定量研究，其研究模型基于动机与人格3M模型（Mowen, 2000），并采用偏最小二乘（PLS）结构方程模型进行数据分析与解读。本研究识别出的核心旅游动机包括推式动机（探寻自我认知与实现个人发展）与拉式动机（直面冒险与挑战、寻求新奇体验、拥有可分享的旅行故事以及感受文化多样性）。