An investigation on the motivations and behavior of X and Y generation tourists in the context of push-pull paradigm

In the tourism sector, which includes socio-psychological experiences, determining the characteristics of tourists visiting a destination, exploring the motivational factors underlying their orientation to destinations and factors affecting their vacation decision-making processes guide the understanding of consumer behavior. While there are many existing studies on the general motivations of tourists in the literature, studies that address motivation theories by considering the differences between generations are insufficient. In this study, it was aimed to determine the travel motivations of the X and Y generation tourists in the context of push and pull factors, and to examine the relationship between push and pull factors with satisfaction and loyalty. The reason for choosing the push and pull motivation paradigm from motivation theories is to be able to compare the intrinsic motivations of tourists and the characteristics of destinations from a broad perspective. In this study, quantitative research method was used to test the conceptual research model drawn by literature review, and the data were collected by questionnaire method. Research universe as a popular tourism destination, Turkey's Antalya province selected, the research sample was created from Antalya tourism purposes, most Russian tourists who visited. The sample group of the research consists of a total of 387 Russian tourists, including 153 tourists from the X generation and 234 from the Y generation. The tourists in the sample group of the research were chosen randomly from the universe. Data were analyzed using Regression Analysis and Independent Samples t test. As a result of the study, social interaction and experience, seeking innovation, entertainment and new activities, escape from routine and relaxation, prestige and social status come first among the factors driving the participants to touristic travel, and history, culture, art and activities are the leading factors that drive tourists to travel, destination characteristics, economy and quality, entertainment and nightlife, beaches and climatic factors. In the study, it has been determined that push and pull factors are important determinants on the satisfaction levels of tourists, and it has been found that the satisfaction level of tourists in the X and Y generations has a significant effect on loyalty, and this effect is statistically significant. In addition to the theoretical contribution of the findings of the aforementioned research, it is predicted that it will also contribute to the sectoral applications.