Abstract

An analysis of Chinese tourists’ motivations to visit Penghu indicates that knowledge is the most important push factor in motivating travelers to visit the island. However, novelty was not determined by this study to be a significant push factor. This stands in contrast to previous studies conducted in Hong Kong as well as in other countries, which identify novelty as the major push factor. The relationship between demographic variables and push-factor motivations is also tested. Tourism policy makers and marketers are advised to develop marketing strategies that emphasize cultural heritage perception when marketing Penghu tourism to Chinese tourists. The study has crucial implications for cultural heritage tourism, and marketing strategies are recommended.

Key words: Travel motivation, push factors, Chinese tourists, Penghu Island.