해양관광객의 관광동기

Marine Tourists’ Motivation: The Causal Relationship between Push and Pull Factors

The study examined the causal relationship between marine tourists' push and pull motivations. Data were collected through both online and offline surveys from 345 people who have experienced marine tourism over the last two years. The second-order confirmatory factor analysis and structural equation modeling were used to test the hypothesized models. Results showed that marine tourists' push motivation factors consisted of three subdimensions such as escape from everyday life, relaxation and enjoyment, and novelty seeking. Results also revealed that pull motivation factors composed of six sub-dimensions such as participation of hands-on marine activities, marine leisure activities, enjoyment of marine landscape, food and so on. In addition, push factor as the second-order construct strongly influenced pull factor as the second-order construct. These results supported the causality between push and pull factors. Specific theoretical and managerial implications were discussed.