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

Ramazannejad, Yaser; Zarghamfard, Moslem; Hajisharifi, Arezoo; Azar, Sahand

doi:10.2478/quageo-2021-0032

Figures & Tables

Travel motivations.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
Factor	Variables included in the factor	Factor 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
Gender	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
Marital status	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
Travel times	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

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

Figures & Tables

Fig. 1

Fig. 2