Push and Pull Motivational Factors on Why Filipinos Take Cruise Vacation

The concept of the push and pull framework is that people travel because they are pushed by their own internal needs and pulled by external forces of the destination attributes. This study was conducted to identify the correlation of the push and pull motivational factors on why Filipinos take cruise vacation. To determine the correlation, a framework integrating Whyte’s Model of 2017 was utilized. A questionnaire validated by three cruise industry experts was used to gather information from 33 respondents who have experienced cruise travel. Findings showed that majority of the respondents are female between 41 to 60 years old, single and with income above P81,000.00. The five foremost reasons why Filipinos take cruise travel are as follows: to explore (21%), for relaxation and for the experience (20%), for fun and enjoyment (17.1%), and for family bonding (15.2%). The top 5 push motivational factors include: to learn and explore (1); desire to travel (2); family bonding, and to have fun and good time (3); relaxation and to relieve stress (4), and better understand other cultures (5). While the top 5 pull factors statements include: beauty and attractions of the destination (1); ship accommodation (2); friendly and courteous reception (3); ship amenities and catering (4); and domestic and foreign ports of call (5). This study is highly valuable to the cruise industry stakeholders in order to further improve the current status of cruise tourism in the Philippines.