Motivation Factors Affecting Tourist’s Decision Making on Traveling to Social media Detoxing Destination
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Abstract
This study aimed to examine: 1) the behaviors of tourists who traveled to online addiction recovery destinations; and 2) the motivational factors influencing tourists' decisions to travel for online addiction recovery. A quantitative research design was employed, with data collected from 400 tourists. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that the majority of tourists were Generation Z females with a bachelor's degree or equivalent, who used social media four to six hours per day and preferred traveling with friends for two to three days during weekends. Tourists typically planned their trips in advance, traveled by private vehicle, and obtained travel information primarily from social media, with a strong willingness to revisit such destinations. Regarding motivational factors, ranked by the factor loading of each variable, the pull factors comprised convenience of access to tourist attractions, therapeutic activities, safety, and overall attractiveness of the destination. The push factors comprised the desire for improved physical and mental health, the need to escape from daily stress, and the motivation to reduce online addiction. The results further indicated that the most significant pull factor was travel convenience, particularly the availability of well-maintained roads and clear directional signage. Accordingly, tourism operators and destination managers are recommended to enhance the accessibility of their locations in order to increase the overall appeal and attractiveness of online addiction recovery tourism.
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