article · Humanities and Social Sciences Communications
This research examines how specific internal and external factors influence domestic tourists when deciding to visit and revisit destinations within Egypt. Using an online survey of 349 domestic travellers analysed through structural equation modelling, the study evaluates push motivations such as relaxation, ego enhancement, and knowledge seeking, alongside pull motivations like facilities, safety, and cultural attractions. It also assesses how perceptions of the country image mediate these choices, particularly during crisis conditions such as the coronavirus pandemic. The results reveal that almost all hypothesised relationships between these motivational drivers, country image, and travel intentions are statistically supported. However, the specific links connecting rest and relaxation as well as tourism facilities directly to initial visit intentions did not show significant support.
Domestic tourism is vital for sustaining national hospitality economies during global crises. By identifying what motivates local citizens to travel, destination managers and policymakers can better design promotional strategies and direct resources. Understanding that country image mediates travel choices allows authorities to tailor marketing campaigns to domestic audiences rather than relying entirely on conventional service incentives.
The findings offer actionable consumer behaviour insights for tourism boards, domestic tour operators, and marketing agencies aiming to attract local travellers. As an applied survey-based study, the resulting behavioural model is ready for immediate practical consideration by marketers, though the abstract outlines no dedicated commercial tools, platforms, or products derived directly from the research.
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Abstract Purpose -The purpose of this study is to investigate the impact of the push motivational factors (rest & relaxation, enhancing the ego, and novelty & knowledge-seeking) and pull motivational factors (tourism facilities, environment & safety, and cultural & historical attraction) on internal tourists’ visit and revisit intentions to a domestic destination in Egypt. It also tested the mediation role of the country image in the relationship between the independent variables (push & pull motives) and the dependent variables (visit & revisit intentions). This study provides novelty for the context of travel motivation, especially in a global crisis like Corona and highlight the limited literature regarding the Arab context, especially Egypt. Data were collected using an online survey of internal tourists to test the proposed model empirically using structured questions. Structural equation model (SEM) was developed to test the research hypotheses with a sample of 349. The findings indicate that all the research hypotheses were statistically supported, except for the associations between rest-and-relaxation, tourism facilities and the internal tourists’ visit intention to a destination in Egypt.
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DOI: 10.1057/s41599-024-02835-7
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