An Analysis of Push and Pull Travel Motivations of Foreign Tourists to Petra in Jordan - Example

76/100 Wedd Hassoubah HT 631 February 9th, 2016 An Analysis of Push and Pull Travel Motivations of Foreign Tourists to Petra in Jordan 10/10 Theoretical Framework Introduction The significance of the outbound market to target city has created researchers concern in comprehending tourist motivation to travel globally. The triumph of marketing target must be directed by a comprehensive assessment of tourist motivation as well as for this justification, the research take on a modal on the basis of push and pull factors as a conceptual framework. Since little information has been recorded concerning travel motivation to Jordan, the research tries to examine motivation aspect of international tourist to the nation or city as diverse tourist market show diverse field of attitude. This might depict some significance marketing effect to the nation specifically in terms of assessment of motives in dividing market, planning advertisement programs as well as verdict making concerning destination development approach. Theoretical framework for the study Travel motivation has been researched by numerous scholars from diverse fields. The structural hypothesis of motivation was the main psychological needs then higher levels of psychological needs as well as self-actualization needs (Harry T. Reis, 2014). An appraisal of the historical literature on tourist motivation point’s outs that the assessment of motivation on the basis of two measurements of pushes and pulls factors has been recognized. The concept behind push and pull measurement is that individual travel since they are pushed by their own internal pressure as well as pulled by the external pressure of destination aspect. Many of the push and pull factors that are origin-linked are the one that is not tangible or inherent wish of the personal travelers (Nina K. Prebensen, 2014). Pull factors, are those that emanate from likeliness of a destination as it is distinguished by the tourist which entails the tangible assets as well as tourist insight as well as anticipation like the innovation, advantage anticipation as well as promoted image of the destination. Method The concept of product bundles is employed to mean insight significance of the association between push and pull factors of motivation. It means therefore that specific justifications for travel might correspond to the specific advantage that is to be appraised as well as achieved at the destination site. As a result, promoters in tourism must understand that many of the dominant products are the ones that act in response to bundles of needs within a specific market division as well as must provide more marketing efforts to same destination’s main qualities to the traveler’s wide psychological needs. On the basis of intrinsic as well s extrinsic motivations, as explained above, the personal tourist builds his insight as well as the perception might be diverse from the right attributes of the product based on the manner to which the person acknowledges as well as generates information (Oh, 2008). The perceptions of the traits of traveler’s destination (Pull motives) establish insights context and the travelers is depicted as a multidimensional notion that argues tourist verdict. As tourist pattern is linked to human and their nature, it as normally an intricate proposition to examine the reason for individual travelling as well as what they need to enjoy. In main research recognized that push as well as pull motivation has been mainly employed in research of traveler’s attitude. The research as well as matters certainly plays an important role in trying to comprehend a broad assortment of needs hats may motivate as well as impact tourist attitude. The outcome as well as the impact of motivation research of tourist attitude needs more than a comprehension of their needs (Pearce, 2013). In tourism destination management, it is frequently settled that utilizing travel contentment is vital for a triumphant business. The appraisal of the physical product of destination and also the psychological meaning of a dimension product human product might be a more representative as travel contentment as well as destination. Both concepts can be studied within the notion of a tourist system acting in response to two main constituent of the market place such as the demand and supply. In travel motivation research, demand means to motive which implies the push factors that upholds tourist needs whilst supply implies to destination traits which denotes the pull factors. Site study The research was done in Jordan, small nation in the Middle East which boarders Palestine to the west. The country’s market portion in terms of travelers arriving to the Middle East grew by 5.6 in 2005 to 7.7% in the year ending 2015 the net income as well as level of employment created from travelers as well as grew from 2013 to 2015. The increase was due to numerous tourism products provided as a result of travelers arriving to the country specifically it’s historic as well as religious attractiveness and also the natural assets. Inspire of growth rate in tourism, little information has been recorded concerning travel motivation to Jordan, even though few research focused on destination standards or entire tourist contentment unlike recognizing specific motivation measurements. In appreciating the fact that understanding the significance of push and pull factors might aids the nation adhere the desired needs of persons travels from numerous research. This research has keenly identified Madaba and Petra as the main case study sites. Madaba was chosen due to its key entry point of foreign tourist to the nations whilst Petra was selected due to its frequent visit attraction sites in Jordan (Pearce, 2013). Method The criteria employed in making an informed decision was based from booking.com and hotel.com engine which we used the mobile application app to search for the comments. This is due to the fact that the search contain significant information appropriate to our research. The items entailed in pull factors were the good value for the price, self-exploration of the place, as well as learning new things. The criterion for the items under the pull factors that was considered appropriate were the infrastructure as well as the highway system. Thirty customers’ comments were gathered for this content analysis. The author typed in key words as visiting Jordan in Google search engine and other websites like Booking.com Booking.com, Expedia, and Hotel.com. The 30 comments were collected from the interested tourist who either visited the place or once have visited the place. My choice was based on three keys word tourist visit to Jordan, and customer feedback In Petra, also experience and why the choose Jordan as a place to visit. The criterion for selecting the comment was whatever most relevance and recently. After reading the comments from different website I found a commonality from the 30 customers were if it contain infrastructure, highway system, self-exploration as well as learning new things and many other factors related to visit to Jordan were taken into consideration as a criterion to selecting the comments among the 30 customers. In selecting the criterion for categorizing the comments, the following were considered; comments with highways, poor infrastructure were put under difficulty to navigate category while comments with customers self-exploration and learning new things non content with the place in terms of safety were and comments from customers who either need to visit the place or are revisiting the place are classified under the intention to visit Jordan under intention to visit Jordan. Site Review Writers Apps Infrastructure Price Fairness of the Jordan Difficulty to Navigate Destination Intention to visit Jordan Petra Asia Hout Booking.com √ √ Petra Todd Hackett Booking.com √ √ √ Petra Bryan Cruz Booking.com √ √ Petra Lacey Case Hotels.com √ √ √ Petra Seshadri Iyer Expedia √ √ Petra Don White Hotels.com √ √ √ Petra Russel Google Map √ √ √ Petra Bryan Cruz Google Map √ √ √ Petra Lacey Case Google Map √ √ √ Petra Seshadri Iyer Hotels.com √ √ Petra Don White Hotels.com √ √ Jaresh Sarah Booking.com √ √ Jaresh Charrolette Booking.com √ √ √ Jaresh Cheryl Hotels.com √ √ √ Madaba Jeff Expedia √ √ √ Madaba Mohamed Expedia √ √ √ Madaba Darryl Householder Expedia √ √ √ Jaresh Jackson Hotel.com √ √ √ Petra Leann Hotel.com √ Jaresh Daniel Hotel.com √ √ Jaresh Susmin Hotel.com √ √ √ Jaresh Sarah Hotel.com √ √ √ √ Jaresh Charrolette Hotel.com √ √ Jaresh Cheryl Booking.com √ √ √ Jaresh Jeff Booking.com √ √ √ √ Jaresh Mohamed Booking.com √ √ √ Jaresh Darryl Householder Booking.com √ √ √ Petra Jackson Google Map √ √ √ Petra Leann Expedia X √ Petra Daniel Expedia √ X √   Total   20 18 16 25 Results The results of this study indicated that many of the comments didn’t mentioned about the push motivation factors influenced the tourists visiting intention such as the infrastructure, self-exploration as well as price fairness and learning new things I Jordan. The price fairness factor had a great impact on the visiting intention since 18 out of 30 comments mentioned this factor. In this regard, 18 out of 30 comment mentioned fairness factor. 15 out of the 18 mentioned no cash reimbursement. The comment about price fairness from the customers are outline below. Comment one Martin of Coon Rapidson Jan. 12, 2015 “I bought an airline ticket to Jordan together with travel insurance in case of changes. At the moment I cannot be provided a reimbursement with no phone call from, I tried to email them to notify them of the cancelation charges that I was promised earlier of the reimbursement in 4 business days. To date, nothing has been taken to action. I do recommend not using the services nor buying their insurance plan since, you won’t be guaranteed of the reimbursement as they claim. Current am at deficit of $1,000” Comment two Comment from Kris Morton, Jan. 17, 2016 “It was perfect place to visit since, I have been a frequent visitor to Jordan, but over the last few years, I have liked every updates much more. In making a comparison with other tourist destination cites, using the Google maps, it emerged that the mode of advertisement employed by Jordan is somehow stunted in rerouting when turns are missing with hard times in figuring out the side of the street with precise direction to Jordan tourist sites,” Ortiz Manuel, Orlando, Florida, 02, 2016 Furthermore, 12 out the 18 mentioned too expensive Iren Martin London. Jan, 5ht 2016 “Petra is expensive but it is without a doubt one of the most impressive places I have visited. Defiantly going to visit it again. Truly amazing!!! An unforgettable experience!!!” Army Jones, Dec 25th, 2015 10 out 18 mentioned no package deals for the tour Ramsey Kennedy, Dec. 12, 2015 I must admit that, the package provided by Jordan want satisfactory to me and I wouldn’t consider visiting Jordan anytime soon since, there is no package deal offered. Discussion Travel motivation has been researched by numerous scholars from diverse fields. According to Haemoon, (2008), the structural hypothesis of motivation was the main psychological needs then higher levels of psychological needs as well as self-actualization needs. The significance of the outbound market to target city has created researchers concern in comprehending tourist motivation to travel globally. The results of this study indicated that none of the comments even mentioned about the push motivation influenced the tourists visiting intention. The result was not consistent with the previous studies. Previous study mentioned how push factors is very important. (Nina K. Prebensen, 2014). The service quality in Jordan was not up to the expected standards. Since, for instance, many comments indicated that the price was too high with no package deal provided. Moreover, the comments from booking.com and hotel.com provided that the food quality in Jordan was not accommodative since, many of the visitors came from united states and Australia who are accustomed to their food type and quality. In Jordan, food quality wasn’t satisfactory. The environment in Jordan was severe since, the place is hot with and visitors complain of the harsh environment and unsatisfactory ecology standards in every place they visit across Jordan. Basically, Push is how the tourist get relaxed, but Pull is destination image. The tourist needs to have a beautiful resort after that he/she will relax, that why all the comments didn’t mention the push factor. The infrastructure standard in Jordan is good since, many comments didn’t complain of the infrastructure level in Jordan. Many of the visitors had their intention of visiting Jordan for just self-exploration of individual as well as learning new things in Jordan and Petra. In this regards, the results of this study indicated that security risk of Jordan did not influence tourists’ visit intention since none of the 30 comments even mentioned about this factor. On the other hand, price fairness factor had a great impact on the visiting intention since 18 out of 30 comments mentioned this factor. Visitors complained that the price to Jordan and its tourist sites were very expensive with no package provided in it. Which made of the visitors unsatisfied with the price and packing deal provided Jordan. Many of the visitors considered that the price need to be fair together with the package deal provided. In this regards, the triumph of marketing target must be directed by a comprehensive assessment of tourist motivation as well as for this justification, the research take on a modal on the basis of push and pull factors as a conceptual framework Implications Since the results of this study revealed the primary factor influencing tourists’ visiting intention in price fairness, the destination service providers need to work on providing better value, such as package deal in terms of price fairness and infrastructure. In this regards, customers will be contented with price fairness since, they will be certain of price fairness, infrastructure, and food quality as well as environment standards when visiting Jordan. To make the travel easier to fulfill easy navigation in terms of finding the place after visitors arrive Jordan, the travel application need to installed which would provide simple guidance to Jordan and its place of visits, the app need to be efficient, precise and simple to use, this will hence, minimize the confusion and hard times in locality Jordan and its tourists attraction cites. Read More