1. Presentor: Yi Fang Emily Chao Instructor ： Dr. Pi-Ying Teresa Hsu Date: December 22, 2010

3. Introduction Methodology Results Conclusions

5. Push factors internal emotional Desire for escape Rest and relaxation Adventure Social interaction Pull factors external situational cognitive Chosen destination Leisure infrastructure Cultural Natural features

10. Instrument Interviews Place The Province of Segovia in Spain Time At various times of day and at different periods (between April and October, 2004) Valid responses 316 Participants Balanced in terms of sex, with slight predominance of men (52%) , age around 45-49 Education High proportion with university degrees and in employment

12. Motivation scale Satisfaction scale 10-point Likert-scale 10-point Likert-scale 17 items regarding push and pull factors 18 items corresponding to different attributes of the destination and some aspects of the journey Cronbach’s alpha coefficient for the final scales resulted in a robust value 0.849 0.823

15. 1. Tourist segmentation by visit motivation Cluster analysis To identify visit motivation and to segment visitors’ destinations Factorial analysis of classification variables To guarantee the absence of correlations between factorial scores and a standard measurement system

17. Aimed to prove the initial hypothesis, which suggests that motivation is an important factor in the visit evaluation criteria As a consequence, in the satisfaction of what has been experienced Set up indicators of the facilities offered to tourists and the main characteristics associated with each of the motivational typologies 2 . Evaluation of satisfaction with the experience in the destination and motivation of the visit