EXPLORING TOURISTS’ ‘PUSH AND PULL’ MOTIVATIONS TO VISIT MAURITIUS AS A HOLIDAY DESTINATION

Abstract

This study examines the motivational push and pull factors that affect tourists’ decision in their choice of a holiday destination. 200 questionnaires were completed using a face to face interview among specific groups of travellers to Mauritius (English, French, German, Italian and South African tourists) at various points on the island. The findings show that rest and relaxation are the most compelling push motivation forces followed by nostalgia, escape, novelty, social interaction. The key pull based motives were found to be climate and weather, landscape and scenery, flora and fauna, beaches, the exotic atmosphere, the Mauritian hospitality and authentic Mauritian culture. Push and pull factors between first time visitors and repeat visitors are discussed. This study contributes to our overall understanding of why holiday makers take travel decisions for long haul destinations like Mauritius and can therefore help destination marketers develop better marketing programmes to meet the specific needs. highly, while north Italian managers seem more concerned about issues of co-ordination and the quality of service provision.