Exploring tourists push and pull motivations to visit Mauritius as a tourist destination

This study examines the motivational push and pull-factors that affect tourists’ decision in their choice of a holiday destination. 200 questionnaires were completed using a face to face interview among specific groups of travellers to Mauritius (English, French, German, Italian and South African tourists) at various points on the island. The findings demonstrate that rest and relaxation are the most compelling push motivation forces followed by nostalgia, escape, novelty and social interaction. The key pull based motives were found to be the special climate and weather of Mauritius, the exquisite landscape and scenery, unique flora and fauna, exotic beaches, the exotic ambience and atmosphere, the welcoming nature of Mauritian hospitality and the authentic Mauritian culture. The Push and pull factors between first time visitors and repeat visitors are discussed in this article and the study essentially contributes to our overall understanding of why holiday makers take travel decisions to opt for longhaul destinations like Mauritius, and can therefore help destination marketers develop better marketing programmes to meet the specific needs of their customers.