Tourist motivations: Case Tatacoa desert - Colombia

Abstract

This article identified the motivations of national and foreign tourists who visited the Tatacoa desert in Colombia, based on the theory of push and pull motivation factors. For the above, a quantitative instrument was built - Likert-type survey - made up of nine dimensions, between push and pull factors. In this regard, reliability was measured with Cronbach's Alpha and validity through Confirmatory Factor Analysis, both of which were satisfactory. The construct was evaluated through a structural equation model using SPSS AMOS software. As a result, a good fit of the hypothesized model was obtained, while in the evaluation of the motivations, the higher level of motivation stands out in national tourists over international ones. Likewise, a high rating was obtained in the push factors, above the attraction factors, which denotes the strength of the tastes and preferences of tourists in the case.