推-拉動機理論是檢測遊客行為的一種簡單有效的方法。推力動機因素與遊客決定「是否要旅行」有關，拉力動機因素會影響遊客選擇「到哪裡旅行」。本研究探討造訪國家公園的遊客之推力拉力動機因素，以及其動機因素是否因遊客的人口統計變數和旅遊特性的不同而所有差異。研究採問卷調查法，調查地點為臺灣重要旅遊景點-太魯閣國家公園，對象為造訪太魯閣之遊客。
研究結果發現遊客平均推力動機以「盡可能到處看看」、「玩的開心/娛樂」為最高，拉力動機以「傑出的風景」、「自然地型景觀（例、峽谷）」為最高，在動機相互關係方面，因素分析結果發現六個推力動機因素與五個拉力動機因素，每個推力動機因素皆與每個拉力動機因素有顯著相關。在人口屬性方面，不同性別、年齡、婚姻狀況、教育水準以及職業的遊客，其動機有顯著差異，但不同居住地的遊客在推拉動機因素上皆無顯著差異。旅遊特性部分則分為旅遊類型及旅遊經驗，研究結果顯示旅遊特性僅影響拉力動機；旅遊經驗對推力拉力動機皆會造成影響。本研究結果對遊客推拉動機因素有更深一層瞭解，可提供管理者參考。
Push-pull motivational framework provides a simple approach for explaining the motivations underlying tourist behavior. Push factors have significant influence on tourists’ decision on “whether to travel or not”, whereas pull factors are related to tourists’ preference of “where to go”. The research try to examine push and pull factors of tourists visiting national parks, and to understand the relationship between push-pull factors and visitors’ demographic characteristics, and their travel characteristics. Questionnaire survey was used to collect data, and Taroko national park, one of the most popular tourist attractions in Taiwan, was selected for the survey.
The survey finds that “seeing as much as possible” and “having fun/being entertained” were the most important push factors, and “outstanding scenery” and “physical features (ex. gorge)” were the main pull factors for the respondents visiting Taroko. Furthermore, the factor analysis reveals 6 push and 5 pull factors, and the further analysis finds that push factors were significantly related to pull factor. In terms of demographic characteristics, tourists’ motivations were differentiated from gender, age, education and occupation. The other side, travel characteristics, including travel style and travel experience, also had significant influence on travel motivations. Travel style had only significant influence on pull factors and travel experience had both significant influence on push and pull factors. The results provide useful implications for park managers and researchers to understand the insight meaning about tourists’ push and pull factors.
