Exploring push and pull motivations of Russian tourists to Turkey

Abstract

Diverse studies have focused on understanding the travel motivations of tourists, yet few explain the specific travel motivations of Russian tourists. In this regard, this study aims to explore the push and pull factors that motivate Russian tourists to visit Antalya, Turkey. Escape was regarded as the most important push factors, while the appealing outdoors was found to be the most important pull factor. An importance–performance analysis suggests that hotel services need to be improved. Regression analyses show that overall satisfaction was mostly affected by satisfaction with hotel services, while positive word-of-mouth and revisit intentions were affected the most by satisfaction with the appealing outdoors. Lastly, correlation analysis was used to discover interconnections between the push and pull motivation factors. Recommendations are provided for tourism authorities.