International Journal For Multidisciplinary Research

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The impact of push-pull motives on domestic tourists’ revisit intentions to Mumbai: The mediating role of destination image

Author(s) Ms. Farha Deeba Khizar Hassan, Prof. Dr. Kapilesh Mangal
Country India
Abstract Tourism research has increasingly emphasized the interplay between motivations and destination image in shaping the revisit intentions of tourists. This study applies the push–pull framework to examine the motivations of domestic tourists to revisit Mumbai, via the mediating role of the city’s destination image. Push factors under study were rest and relaxation, ego enhancement, novelty, and knowledge seeking, whereas pull factors consisted of safety and cultural/historic attractions. The destination image factors comprised of infrastructure, environment, and accessibility.
As this was a quantitative research design, data was collected from 181 domestic tourists through a structured questionnaire. Structural equation modeling (SEM) was applied to examine the hypothesized relationships among push–pull motivations, destination image and the tourist revisit intentions.
It was found that among the push factors, only rest and relaxation and amongst the pull factors, only cultural/historical attractions emerged as strong determinants of the destination image. Novelty seeking behavior influenced tourist revisits through infrastructure. Thus, it was concluded that destination image of Mumbai has a significant impact on tourist revisit intentions.
The study recommends the policymakers to make investments in urban amenities, wellness-oriented retreats heritage site upkeep, historical walks/tours, culturally immersive novel experiences, tourist friendly apps, better intercity mobility, and above all, a sustainable tourism development can strengthen destination image of Mumbai that would in return encourage tourist revisits.
Keywords Mumbai tourism, destination image, pull/push factors, revisit intentions
Field Sociology > Tourism / Transport
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-11
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.63165
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