Tourist Motivation Scale

What it measures

Measures tourist travel motivations using the push-pull framework: push motivations (internal desires — escape, relaxation, novelty seeking, socialisation) and pull motivations (destination attributes — scenery, activities, culture, facilities). The push-pull model is the dominant framework in tourism motivation research.

Response format

Likert (1–5, strongly disagree to strongly agree)

Scale items

Push Factors — internal motivations driving travel desire (Likert 1–5, not at all important to extremely important)

• To escape from everyday life.
• To relax and recuperate.
• To have fun and be entertained.
• To strengthen family bonds.
• To experience new and different things.
• To explore other cultures and ways of life.
• To learn and increase knowledge.
• To visit friends and relatives.
• To achieve something to be proud of.
• To seek adventure and excitement.

Pull Factors — external destination attributes attracting tourists

• The destination's natural scenery and environment.
• The destination's culture, history, and heritage.
• The quality of the destination's food and cuisine.
• The range of entertainment and activities available.
• The quality and value of accommodation.
• The ease of getting to the destination.
• The safety and security of the destination.
• The quality of tourist facilities and infrastructure.
• The opportunity to engage in specific sports or outdoor activities.
• The climate and weather of the destination.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two subscale scores. Push motivations predict general travel propensity; pull motivations predict destination choice. The push-pull distinction is central to tourism segmentation and destination marketing strategy.

Recommended companion scales

Citation

Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56.

Keywords