The Role of Push and Pull Motivations on Satisfaction and Consumer Loyalty to Agricultural Fairs

Abstract

The primary objective of this study is to examine the role of push and pull factors in determining consumer trip satisfaction and loyalty to agricultural fairs. We use a modified version of Yoon and Uysal’s causal model, initially proposed to evaluate consumers’ leisure behaviors. In particular, we utilize an exploratory factor analysis approach to identify latent constructs and a structural equation model to assess the impact of consumers’ internal desires for leisure activities (push motivation) and fair attributes (pull motivation) on trip satisfaction and loyalty. Consistent with the existing literature, the structural equation model results show that push and pull motivations play a crucial role in determining visitor satisfaction from attending an agricultural fair. Moreover, both push and pull motivations significantly affect visitor’s loyalty directly and indirectly through their impact on trip satisfaction.