A new nature-based tourism motivation model: Testing the moderating effects of the push motivation

• In Hong Kong's nature-based tourism, the push and pull motivations of tourists were studied.
• The push motivations were found to moderate the relationship between the pull motivations of tourists and their recommendations of Hong Kong's nature-based tourism. This highlights our theoretical contribution.

This research note focused on Hong Kong's nature-based tourism and disentangled the tourists' motivation factor structure. A new tourism motivation model was developed by particularly incorporating the moderator of push motivation. The push motivation was found to contribute to the tourists' future behavior as a moderator. Managerial implications were provided to Hong Kong Tourism Board and industry practitioners to design nature-based tourism promotion campaigns more strategically.