An investigation of factors impacting visitors to a botanic park: Factor analysis of push and pull framework

Tóm tắt

The paper focuses on investigating factors impacting visitors’ loyal behaviour and factor analysis of push and pull motivations to a botanic park. To do so, the research is divided into two phases that are qualitative and quantitative. In the qualitative phase, in-depth interviews are used to gather initial insights into the visitors’ push and pull motivations to a botanic park. In the quantitative phase, a survey is taken to collect data then factor analysis is carried out to group similar variables of push and pull together for the identification of different market segments.

Survey data is gathered from a sample size of 228 individuals and analyzed in SPSS. The analysis from the quantitative phase validated the insights/concepts deriving from the qualitative phase. As a result, results of factor analysis show that the total of 09 push variables have been combined into 02 factors (family/fun and thrill-seeking) and 12 pull variables into 03 factors (nature/resources, facilities/services, place/accessibility). By grouping these similar motivations together, it helps support park managers in enhancing and improving the park’s motives, features, and facilities in a way that satisfies visitors the most.