Push and pull factors impacting visitors’ loyalty: A case of Saigon Zoo and Botanical Gardens

Abstract

This paper aims to build and test the model of the relationship between push and pull factors and visitors’ loyalty to botanic park, a case of Saigon Zoo and Botanical Gardens in Vietnam. The previous studies were used to build and then test the model in which 185 usable responses from botanic park visitors were analyzed among 200 collected responses. The findings contribute to the current literature of park tourism by indicating that push (β = .246) and pull (β = .619) factors have a direct impact on visitors’ loyalty. The study has its implications in park management that focuses on the motivational factors and the psychological reasons why people visit botanic parks to create suitable marketing programs to target them.