The Relationship between Push-Pull Motivation, Destination Image, and Stage of Visit Intention: The Case of Belitung Island

Abstract

Belitung Island is a blessed island that obtains a popularity after a 2008 Indonesian box office film took shots there. Up to now, thousands of national and international tourists visit this island annually. This study aims to examine two models. The first one tests the impact of travel motivation on destination image and visit intention. In the second model, travel motivation variable is treated as two different variables: push and pull motivation. The second model aims to test the impact of push and pull motivation on destination image and stage of intention. Stage of intention was measured using Juster scale. This study attracted 264 participants who were approached conveniently. Data was analysed using exploratory factor analysis and structural equation model. This study found that in the first model, motivation influences destination image, whereas destination image has an significant impact on visit intention. In the second model, push motivation impacted pull motivation and destination image and destination image impacted stage of visit intention within one, three, and five years.

Keywords: Push-Pull Motivation, Destination Image, Stage of Intention, Film Tourism, Island Tourism, Belitung

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