This study examines the causal relationship between push, pull
motivation, and loyalty by using both integrated and segregated
approaches. The two theoretical models proposed for this study appear
in Figs. 1 and 2.
In Fig. 1, four aspects of a destination's specific attributes are combined
to measure the pull factor as one integrated, holistic dimension.
The study postulates that nostalgia (push motive) positively affects
the holistic destination attribute (pull motive)—a combination of H&H,
C&C, R&R, and F&F sub-dimensions. Furthermore, both push and pull
motives positively affect loyalty. Loyalty indicators are split into two
sub-dimensions, namely supportive behavior and future visit intention.
The proposed hypotheses follow.
M1H1. The greater an individual's nostalgia, themore positive its affect
on the individual's response to the holistic destination attribute.
M1H2. The greater an individual's nostalgia, the more positive its
affect on the individual's commitment to supportive behavior of the
destination.
M1H3. The greater an individual's nostalgia, themore positive its affect
on the individual's future visit intention.
M1H4. The stronger the holistic destination attribute, themore positive
its affect on the individual's commitment to supportive behavior of the
destination.
M1H5. The stronger the holistic destination attribute, themore positive
its affect on the individual's future visit intention.