Push and pull motivations of Brazilian travel lovers

Pereira, Gisele de Araujo; Gosling, Marlusa

doi:10.15728/bbr.2019.16.1.5

Gisele de Araujo Pereira ^††Universidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil. E-mail: giseleap@gmail.com

Universidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil

http://orcid.org/0000-0002-8950-3848

Marlusa Gosling ^ΩΩUniversidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil. E-mail: mg.ufmg@gmail.com

Universidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil

http://orcid.org/0000-0002-7674-2866

^†Universidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil. E-mail: giseleap@gmail.com

^ΩUniversidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil. E-mail: mg.ufmg@gmail.com

Interviewee	Age	Gender	Marriage Status	Education/Professional area
E1	24	M	Single	Business Administration
E2	30	F	Single	Editorial Production
E3	61	F	Widow	Social Services
E4	49	F	Divorced	Accountancy
E5	31	M	Single	Tourism
E6	24	M	Single	Communications
E7	39	F	Single	Law
E8	50	M	Divorced	Electrical engineering, and accountancy and finance
E9	57	M	Married	Languages / Finance Management
E10	28	F	Single	Marketing and Advertising
E11	27	F	Single	Communications and Project Management
E12	28	F	Single	Advertising
E13	26	F	Single	Marketing and Advertising
E14	42	M	Married	Law
E15	24	M	Single	Public Relations (Student)
E16	31	F	Single	Public Relations

1. How did you start to like traveling?

2. Why do you like to travel?

3. Do your closest friends and family travel too?

4. Do you prefer travelling alone or with others? Why?

5. What does travelling mean to you?

6. What kind of place do you prefer to go to?

7. What programs do you enjoy doing when you are traveling?

8. Do you save money to travel? How? Do you cut other expenses?

9. Do you consider travel as one of the priorities of your life? If so, what do you do to ensure this priority?

10. How often do you travel?

11. What was the longest period you've spent traveling without returning home? How was it?

12. How do you choose your tourist destination? What influences you?

13. In everyday life, do you find yourself dreaming/thinking about travel? What are these thoughts?

14. How do you feel when you are traveling? Why?

15. How do you feel when you go home? Why?

16. How do you feel on the eve of a trip? Why?

17. What should a perfect trip have? What cannot happen?

18. How do you feel when you go for a long time without traveling?

19. What do you do to quench your will to travel when you cannot travel?

20. If you could not travel any more, what else would you miss? How could you afford this?

21. Does traveling make you feel free? Why?

22. Do you think the trips that you have done to date have transformed your life? Why and how?

23. Do you live a simpler and more authentic life when you travel? What do you feel about such a life?

24. Do you think you can be more yourself when you travel? Tell me more about.

25. Do you consider yourself a dreamy person? Why?

26. Do you consider travel to be a form of escape? Escape from what?

Construct	Type/Level	Description	Source of scale
Need to learn (NA)	Compound traits	The individual's tendency to engage and appreciate significant intellectual challenges.	Adapted from Mowen (2000)Mowen, J. C. 2000. The 3M model of motivation and personality: Theory and empirical applications to consumer behavior. Kluwer Academic Publishers, Boston. and Monteiro (2006)Monteiro, P.R.R. 2006. "Personalidade, Compra Compulsiva, Hábitos e Inovação em Moda: Uma aplicação do modelo 3M de motivação e personalidade." Master's Thesis, Centro de Pós-Graduação e Pesquisas em Administração, Universidade Federal de Minas Gerais, Belo Horizonte.
Self-efficacy (AUF)		Capacity and intrinsic motivation to organize and execute the actions required, according to the perceived personal resources.
Need for play (ND)		Tendency to perform hedonistic activities (diversion, fantasy, excitement, and sensory stimulation) without immediate productive aims.
Romanticism (ROM)		Tendency to value feelings, dreams, and imagination.	Qualitative phase (ad hoc)
Travel orientation (TO)	Situational trait	Strong and continuous affective/cognitive tendency towards the active and passive involvement with travel.
Search for authenticity and freedom (EUAUT)	Push motives (situational level)	To experience freer, simpler and more authentic moments, more connected with one's "true self."
Search for self-knowledge and personal growth (AUT)		Learning more about oneself, and personal development.
Breaking the routine, escape from reality (ROT)		Escaping from common places and the routine, seeking rest, relaxation, and escape from everyday reality.
Seek novelty (NOV)	Pull motives (superficial level)	Getting to know and experience new things, different from those already familiar with.
Experience Cultural Diversity (DIV)		Interest in traditions, art forms, celebrations and experiences that reflect the diversity and character of a place and its people.
Experience adventures and challenges (AVE)		Experience the unknown, bringing challenges that enrich the experience.
Have stories to tell (HIS)		A chance to hear stories and have special experiences that become good stories to tell, reinforcing one's own identity.
Frequent Traveler (VF)	Superficial trait	Act of traveling.

Construct	Indicator	Code
Need to learn (NA)	I enjoy learning new things more than most other people do	NA1Q19
	I greatly value knowledge	NA2Q13
	I have fun getting new knowledge	NA3Q14
	Acquiring new knowledge is essential to my life	NA4Q15
Self-efficacy (AUF)	I like to be in control of the things that happen to me	AUF1Q9
	I can achieve my goals once I make a decision	AUF2Q10
	I am a very determined person	AUF3Q11
	I have persistence in achieving my goals	AUF4Q12
Need for play (ND)	I am a relaxed person	ND1Q1
	I am a playful person	ND2Q2
	I like to have fun more than most others do	ND3Q17
Romanticism (ROM)	I am a dreamer	ROM1Q3
	I am an enthusiastic person	ROM2Q4
	I am an imaginative person	ROM3Q5
	I very much like to experience new things	ROM4Q16
Travel orientation (TO)	A top priority in my life is to travel	TO1Q50
	I like to travel more than most other people do	TO2Q39
	The people with whom I relate know that traveling is one of my great passions	TO3Q51
	Traveling is one of the things I like to do most in life	TO4Q21
	Traveling is a life purpose to me	TO5Q22
	My passion for travel influences others	TO6Q52
	I think about the traveling I will do with all the money I save	TO7Q53
Search for authenticity and freedom (EUAUT)	Traveling allows me to be more authentic	EUAUT1Q27
	When I'm traveling, I'm more connected with the real me	EUAUT2Q32
	When I'm traveling, I care less about what people will think of me	EUAUT3Q33
	When I'm traveling, I feel freer then ever	EUAUT4Q34
Search for self-knowledge and personal growth (AUT)	Traveling allows me to meet my true self	AUT1Q23
	Traveling leads to personal growth	AUT2Q24
	Traveling increases my self-awareness	AUT3Q25
	Traveling alters my way of dealing with reality at my place of origin	AUT4Q26
Breaking the routine, escape from reality (ROT)	I like to travel to get out of the daily routine	ROT1Q45
	I like to travel because it brings me to another reality	ROT2Q46
	Traveling means rest and an escape from any kind of stress	ROT3Q30
	When I'm travelling, I feel as if I've got a break from real life	ROT4Q35
Seek novelty (NOV)	I always prefer to travel to places I have never been, instead of going to excellent places that I already know	NOV1Q47
	An ideal travel itinerary has to have new things that I have never seen or experienced.	NOV2Q54
	When I am traveling, I very much like to be in an environment completely different from what I am used to.	NOV3Q37
Experience cultural diversity (DIV)	I find it fascinating to get in touch with different cultures while traveling	DIV1Q56
	Experiencing cultural diversity while traveling allows me to better understand the differences.	DIV2Q57
	When I am travelling, I like to deeply experience the local customs and see how people live.	DIV3Q31
	Experiencing cultural diversity expands my view of the world.	DIV4Q58
Experience adventures and challenges (AVE)	I like the challenges that travel provides me.	AVE1Q40
	When I am travelling, I am not afraid to face the unknown.	AVE2Q38
	I like to test my limits when I travel.	AVE3Q41
Have stories to tell (HIS)	I like to talk about my travels, since it makes me feel important.	HIS1Q44
	I like to talk about my travels, since they are an important part of who I am.	HIS2Q43
	I like to be able to talk about the places I have visited and the things I have seen.	HIS3Q42
Frequent traveler (VF) (An explanatory note clarified that all questions related to leisure trips)	I travel abroad at least once a year	VF1Q59
	I travel out of the city I live in, at least once a year	VF2Q60
	I plan my life to include an annual trip to a place I've always wanted to go	VF3Q62
	I plan my life to include an annual trip different from anything I've ever done	VF4Q61
	I always have a scheduled trip	VF5Q63
	People know me as a person who travels a lot	VF6Q64
	I save money to travel every year	VF7Q65

Construct	Indicator	Loading	Communality	variance Extracted	KMO	Bartlett	Cronbach
Self-efficacy (AUF)	AUF1Q9	.668	.447	73.7	0.79	.000	0.876
	AUF2Q10	.893	.797
	AUF3Q11	.927	.860
	AUF4Q12	.919	.844
Search for self-knowledge and personal growth (AUT)	AUT1Q23	.869	.755	79.12	0.815	.000	0.912
	AUT2Q24	.917	.841
	AUT3Q25	.926	.857
	AUT4Q26	.845	.714
Search for authenticity and freedom (EUAUT)	EUAUT1Q27	.845	.714	72.09	0.779	.000	0.871
	EUAUT2Q32	.837	.700
	EUAUT3Q33	.829	.688
	EUAUT4Q34	.884	.782
Need to learn (NA)	NA1Q19	.769	.591	79.6	0.824	.000	0.913
	NA2Q13	.928	.861
	NA3Q14	.936	.877
	NA4Q15	.926	.857
Need for play (ND)	ND1Q1	.914	.835	73.6	0.641	.000	0.817
	ND2Q2	.913	.833
	ND3Q17	.736	.542
Romanticism (ROM)	ROM1Q3	.846	.715	70.4	0.815	.000	0.859
	ROM2Q4	.875	.765
	ROM3Q5	.834	.696
	ROM4Q16	.800	.640
Breaking the routine. escape from reality (ROT)	ROT1Q45	.838	.703	65.67	0.746	.000	0.825
	ROT2Q46	.825	.681
	ROT3Q30	.780	.609
	ROT4Q35	.797	.635
Frequent traveler (VF)	VF1Q59^* * After VF1Q59 was excluded, the extracted variance increased to 63.44%	.618	.382	58.93	0.884	.000	0.881
	VF2Q60	.672	.452
	VF3Q62	.793	.630
	VF4Q61	.823	.677
	VF5Q63	.836	.699
	VF6Q64	.802	.643
	VF7Q65	.802	.643
Travel orientation (TO)	TO1Q50	.912	.832	75.5	0.928	.000	0.946
	TO2Q39	.840	.706
	TO3Q51	.915	.838
	TO4Q21	.854	.729
	TO5Q22	.887	.787
	TO6Q52	.861	.741
	TO7Q53	.807	.652
Parameter		> 0.4	> 0.4	> 60%	> 0.5	< 0.05	> 0.7

Measure	Parameters
Collinearity among the indicators	> 0.2 < 5
R ²	>= 0.25 weak
	>= 0.5 moderate
	> = 0.75 substantial
t value	>= 2.57 significance at 1%
	>= 1.96 significance at 5%
	>= 1.65 significance at 10%
f ²	>= 0.02 small
	>= 0.15 medium
	>= 0.35 large

		R²	t value	Significance	Support	Path	f²	Effect size f²
H1a	AUF > EUAUT	0.369	0.155	NS	No	-0.007	0.000	NA
H1b	NA >EUAUT		5.558	1%	Yes	0.251	0.041	Small
H1c	ROM > EUAUT		5.047	1%	Yes	0.260	0.035	Small
H1d	ND >EUAUT		3.839	1%	Yes	0.180	0.027	Small
H2a	AUF > AUT	0.483	0.043	NS	No	0.002	0.000	NA
H2b	ND >AUT		2.109	5%	Yes	0.091	0.008	AB
H2c	ROM > AUT		5.730	1%	Yes	0.346	0.076	Small
H2d	NA >AUT		6.320	1%	Yes	0.328	0.084	Small
H3a	AUF > ROT	0.353	2.157	5%	Yes	0.098	0.009	AB
H3b	NA >ROT		2.685	1%	Yes	0.148	0.014	AB
H3c	ND > ROT		2.782	1%	Yes	0.118	0.011	AB
H3d	ROM >ROT		5.558	1%	Yes	0.321	0.052	Small
H4a	EUAUT > TO		2.837	1%	Yes	0.144	0.016	AB
H4b	AUT > TO		11.486	1%	Yes	0.579	0.246	Medium
H4c	ROT > TO		1.688	10%	Yes	0.063	0.005	AB
H5a	NOV > VF	0.355	4.423	1%	Yes	0.199	0.028	Small
H5b	DIV >VF		2.325	5%	Yes	0.108	0.009	AB
H5c	HIS > VF		3.855	1%	Yes	0.188	0.031	Small
H5d	AVE >VF		4.452	1%	Yes	0.213	0.032	Small
H6a	TO > NOV	0.427	24.367	1%	Yes	0.654	0.746	Large
H6b	TO >DIV	0.396	21.622	1%	Yes	0.629	0.655	Large
H6c	TO > HIS	0.456	24.988	1%	Yes	0.675	0.838	Large
H6d	TO > AVE	0.492	27.347	1%	Yes	0.701	0.969	Large

[1] ^†Universidade Federal de Minas Gerais, Belo Horizonte, MG, Brazil. E-mail: giseleap@gmail.com

Brasil

Brasil

Push and pull motivations of Brazilian travel lovers

ABSTRACT