1. A four-part self-administered survey focused on demographic variables, push motivational items, pull
items, and tourists' needs and wants at destination. Demographic questions included age, gender,
occupation, nationality, length of stay and travel companion. The questionnaire design was adapted from
previous researchers' work such as Dann (1977, 1981); Uysal & Jurowski (1994); Hanqin & Lam (;i999);
and Kim & Lee (2002). Push factors, which were origin-related and intangible desires of individual
travelers, consisted of 25 items and grouped into eight dimensions. Likewise, 26 pull motive items, which
were the extemal forces of destination attributes in the country, were put together. The push and pull
items were assessed, using a 5-point Likert scale, from 5 = very important to 1 = not important at all.
Reliability test was conducted, and the result of Cronpach's Alpha was 0.8533. Nine hundred fifty
questionnaires were distributed among foreign respondents at the two locations during May to July 2008,
out of which 750 were retumed (response rate was 82 %) but only 615 were usable for analysis.
Variables
1. Gender Male
Female
2. Age 11-20
21-3 0
31-4 0
41-5 0
51-6 0
More than 60
3. Marital Status
Single
Married
Widowed
4. Nationality and State
Malaysian
Selangor
Kuala Lumpur
Johor
Sarawak
Penang
Sabah
Perak
Pahang
Negeri Sembilan
Kedah
Terengganu
Melaka
Kelantan
Perlis
Labuan
5. Number of Visit
6. Travel Companion
Family and families
Family plus friends
Friends and acquaintance
Package by employer
Others
2. The push and pull items were assessed, using a 5-point Likert scale, from 5 = very important to 1 = not
important at all.
Push Factors
1 2 3 4 5
1. To visit a place that I have not visited before
2. To experience new and different lifestyles or
traditions
3. To appreciate natural resources
4. To explore cultural resources
5. To increase knowledge about a foreign
destination
6. To see how people of different cultures live
7. To exchange custom and traditions
8. To have visited a destination listed as world's
seven wonders
9. To be away from home
10. To relax physically
11. To fulfill my dream of visiting a foreign land/
country
12. To participate in new activities
13. To satisfy the desire to be somewhere else
14. To sightsee touristic spots
15. To find thrills and excitement
16. To enhance communication with local
community
17. To meet new people
18. To increase my social status
19. To have enjoyable time with my travel
companion (s)
20. To visit a place that my friends have been
to
21. To visit a destination that would impress
my friends and family
22. To seek solitude in a foreign land
23. To visit friends and relatives
3. The push and pull items were assessed, using a 5-point Likert scale, from 5 = very important to 1 = not
important at all. You can rate the following according to what is of high importance and a must for you, or
what is of low importance and not a must have.
Pull Factors
1 2 3 4 5
1. Victoria Falls, one of the seven
wonders
2. Heritage sites
3. Natural Reserves
4. Zambezi River
5. Safe Destination
6. Convenience of Visa
7. Local Bedouin Life
8. Affordable Tourist Destination
9. Culture, Arts and Traditions
10. Cosmopolitan City of Harare
11. Unusual Atmosphere
12. Traditional Food
13. Outstanding Scenery
14. Weather/Climate
15. Value for Money
16. Shopping
17. Festivals and Events
18. Nightlife
19. Outdoor Activities
20. Entertainment
21. Historical Sites
22. Activities for Entire Family
23. Mount Climbing
24. Amusement/Theme Parks
4. The push and pull items were assessed, using a 5-point Likert scale, from 5 = very important to 1 = not
important at all.
Push Factors
1 2 3 4 5
Fulfilling Prestige
1. To increase my social status
2. To visit a place that my friends have been to
3. To visit a destination that would impress my
friends and family
4. To have visited a destination listed as world's
seven wonders
5. To seek solitude in a foreign land
Enhancing Relation
6. To enhance communication with local
community
7. To exchange custom and traditions
8. To participate in new activities
9. To appreciate natural resources
Seeking Relaxation
10. To be away from home
11. To relax physically
12. To find thrills and excitement
Enhancing Social Circle
13. To have enjoyable time with my travel
14. To meet new people
15. To visit friends and relatives
Sightseeing Variety
16. To fulfill my dream of visiting a foreign
land/country
17. To sightsee touristic spots
18. To explore cultural resources
Fulfilling Spiritual Needs
19. To reconnect spiritual roots
20. To relax spiritually
5. Escaping from Daily Routine
21. To satisfy the desire to be somewhere else
22. To visit a place that I have not visited before
Gaining Knowledge
23. To increase knowledge about foreign destination
24. To experience new different lifestyle or traditions
25. To see how people of different cultures live
The push and pull items were assessed, using a 5-point Likert scale, from 5 = very important to 1 = not
important at all.
Pull Factors
1 2 3 4 5
Events and Activities
1. Activities for Entire Family
2. Festivals and Events
3. Entertainment
4. Shopping
5. Nightlife
6. Amusement/Theme Parks
Easy Access and Affordable
7. Affordable Tourist Destination
8. Safe Destination
9. Convenience of Visa
10. Value of Money
History and Culture
11. Historical Castles
12. Culture, Arts and Traditions
13. Outstanding Scenery
Variety Seeking
14. Traditional Food
15. Outdoor Activities
16. Exotic Atmosphere
Adventure
17. Local Bedouin Life
18. Weather/Climate
19. Mount Climbing
20. Desert Camping
6. Natural Resources
21. Natural Reserves
22. Beautiful Beaches
Heritage Sites
23. Petra, the Site of New Seven
24. Wonders
25. Heritage sites
Sightseeing Variety
26. Cosmopolitan Cify of Harare
27. Zambezi River
