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Exploring Motivational Factors For Dude Ranch Vacations, Aj Templeton, Ji-Eun Lee

Journal of Tourism Insights

Dude-ranch vacations have been popular for a segment of travelers. Research in purchase motivation spans various sectors of the hospitality industry; however issues surrounding the dude-ranch industry remain unexplored. The objectives of the study were: (1) to examine the impact of push and pull factors of motivations on customer purchase intention in dude-ranch vacations, (2) to survey the sources of information behind purchase decision for dude ranch vacations. Factor analysis and regression analysis were used for data analysis. The results of the study indicated that pull factors significantly influenced purchase intention of dude ranch vacations more strongly than push factors. …