Developing Measurement Model for Pull and Push Factors in Equestrian Tourism (The Case of Gonbad Kavous city)

The prime purpose of this study is to develop a model for measuring traction and thrust factors in equestrian tourism in Gonbad Kavous City. The research is applied in terms of purpose and descriptive survey in terms of data collection methods.

Design/methodology/approach:

 The statistical population of this study includes those sports tourists who traveled to Gonbad county in the spring and autumn of 1400. According to Cochran's formula, the sample size is 168 people. In this study, two methods of library and field, including a researcher-made questionnaire have been used. Its reliability and validity were confirmed using Cronbach's alpha value and confirmatory factor analysis technique.

The results of structural equations showed that the path coefficient and statistics obtained for the thrust and traction variables had a positive and significant effect on equestrian tourism, and the research hypotheses including pull factors: the safety, weather, services, festivals, hospitality, infrastructure, legal protection, attractions, facilities, competitions, medical services for the horse, educational tours, equipment, financial services, and the architecture of the horse-riding-club complex, and push factors: escaping from pollution, calmness, meeting new people, enjoying attractions, exploring, sharing experiences, excitement, exercise, participating in the race, horse breeding, religious position, familiarity with the sport were confirmed.

Based on the research findings, it is recommended that stakeholders and tourism authorities in Golestan Province improve public reception of equestrian tourism in the province by increasing and improving health and accommodation facilities, designing attractive events, increasing awareness-raising advertising, and creating better transportation infrastructure.

Originality/value:

 This research focuses on examining the pull and push factors that attract tourists to participate in equestrian events, a topic that has rarely been studied in Iran and, although it has been studied in the field of tourism, equestrian tourism has been overlooked. The most important achievement of this research is to provide an accurate picture of the factors influencing the attraction of equestrian tourists to Golestan Province, which can be used in designing strategies to improve this sector, both at the private and government levels.