This research examined the push-motives driving domestic rural tourism amongst senior travellers. An understanding of this is essential to stimulate rural tourism and to redistribute visitors from high volume destinations to other locations. Applying the push-pull framework, an online survey of Australians aged over 50 was conducted. Participants were asked where they went and what motivated their trip. Based on the trip pattern followed, two rural trip segments were identified - those who preferred the east-coast (Eastern Staters), and those who did not have a geographic preference but travelled to remote destinations (Aussie Roundabouts). Rural travel was found to be driven by three motives, however, their influence differed based on the trip pattern. Eastern Staters were pushed to relax and escape, and experience novelty and adventure. Aussie Roundabouts travelled for a romantic getaway.

Item Type:	Refereed Article
Keywords:	domestic tourism, rural tourist, senior travel, travel motives, rural travel motives, push-factors
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Consumer-Oriented Product or Service Development
Objective Division:	Economic Framework
Objective Group:	Management and Productivity
Objective Field:	Marketing
UTAS Author:	D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:	138260
Year Published:	2019
Web of Science® Times Cited:	2
Deposited By:	Marketing
Deposited On:	2020-03-30
Last Modified:	2020-04-30
Downloads:	0