**6.4. Relationships between socio-demographic, trip characteristics and travel motivation**

Results of the analysis showed (**Table 3**) that there are partly direct and significant relationships between socio-demographic, trip characteristics and motivation (push and pull factors). **Table 3** also showed that from nine factors that have been analysed using multiple regression, five of nine factors were found to have a linear and significant relationship. These were 'novelty and knowledge seeking' (R2 = 0.231; p < 0.010), 'achieve dream' (R2 = 0.187; p < 0.050), 'prestige' (R2 = 0.234; p < 0.010), 'attraction' (R2 = 0.225; p < 0.010) and 'cultural and heritage' (R2 = 0.190; p < 0.050).

1 = novelty and knowledge seeking; 2 = rest and relax; 3 = achieve dream; 4 = prestige; 5 = attraction; 6 = culture and heritage; 7 = tourism facilities, 8 = price and quality; 9 = environment.


**Table 2.** Pull factors.

**6.3. Motivation factors**

62 Mobilities, Tourism and Travel Behavior - Contexts and Boundaries

An exploratory factor analysis was carried out to identify the underlying dimensions of push factors. The measure of Kaiser-Mayer-Olkin was applied in all procedures, and all items had an eigenvalue of greater than 1. From the varimax-rotated factor matrix, four factors representing 61.05% of the explained variance were extracted from the analysis of the 19 push items of travel motivation. The four factors were 'novelty and knowledge seeking', 'rest and relax', 'achieve dream' and 'prestige' (**Table 1**). Moreover, all the factor loadings were greater than 0.580, and all factors had relatively high reliability coefficient ranging from 0.657 to 0.878. 'Novelty and knowledge seeking' emerged as the most important push factor that acted as a long-haul travel motivation to Penang (mean score of 4.371). The result of this study supports the finding from previous studies on long-haul travel [1, 2] that suggested that 'novelty and knowledge seeking' were the important push factors among long-haul

The same procedure was applied on the underlying dimensions of pull motivation factors. The measure of Kaiser-Mayer-Olkin was applied in all procedures, and all items had an eigenvalue greater than 1. Five factors were extracted from the analysis of the twenty pull items of travel motivation. These were 'attraction', 'culture and heritage', 'tourism facilities', 'price and quality' and 'environment'. These five dimensions represented 60.17% of the total variance (**Table 2**). Following the principal component analysis with varimax-rotation, all factors had relatively high reliability coefficient ranging from 0.738 to 0.804. Moreover, all the factor loadings were greater than 0.510. 'Culture and heritage' emerged as the most important pull factor that attracts respondents to Penang (mean score of 4.074) compared to the

**6.4. Relationships between socio-demographic, trip characteristics and travel** 

Results of the analysis showed (**Table 3**) that there are partly direct and significant relationships between socio-demographic, trip characteristics and motivation (push and pull factors). **Table 3** also showed that from nine factors that have been analysed using multiple regression, five of nine factors were found to have a linear and significant relationship. These were 'novelty and knowledge seeking' (R2 = 0.231; p < 0.010), 'achieve dream' (R2 = 0.187; p < 0.050), 'prestige' (R2 = 0.234; p < 0.010), 'attraction' (R2 = 0.225; p < 0.010) and 'cultural and heritage'

1 = novelty and knowledge seeking; 2 = rest and relax; 3 = achieve dream; 4 = prestige; 5 = attraction; 6 = culture and heritage; 7 = tourism facilities, 8 = price and quality; 9 = environment.

*6.3.1. Push factors*

travellers.

*6.3.2. Pull factors*

other factors.

**motivation**

(R2 = 0.190; p < 0.050).


**Table 3.** Relationships between socio-demographic, trip characteristics and travel motivation.
