Curiosity as Brazilian tourist motivation in visiting Europe

Although the theme of push and pull motivations has received increasing attention in tourist behavior literature, little attention has been devoted to the investigation of the interaction between single push motivations and visitor loyalty and other relevant variables influencing tourist behavior. Given its undoubtable relevance in motivating human behavior, we propose curiosity as a single push motive by examining its causal relationships with destination attributes (evaluated in holistic way), attitude toward destination, and loyalty. In particular, we tested a new research model on a sample of 273 potential Brazilian travelers to Europe by using a structural equation modeling approach. Sample size is in line with the state-of-the-art in literature (Ciasullo et al., 2017). The data moderately well fitted the “curiosity model” and the findings highlighted that curiosity plays a crucial role in shaping attitude and pull motivation, and in influencing tourist loyalty. Consequently, destination managers or European Union institutions should magnify the role of curiosity, attitude towards destination, and pull motivations in terms of marketing policies.

Keywords:
Curiosity; Push/Pull Motivations; Brazilian Travelers; Loyalty; SEM

Authors (Year)	Pull motivations of the study	Study Context and Sample
Caber & Albayrak (2016Caber M., & Albayrak T. (2016). Push or pull? Identifying rock climbing tourists’ motivations. Tourism Management, 55, 74-84. https://doi.org/10.1016/j.tourman.2016.02.003 https://doi.org/10.1016/j.tourman.2016.0... )	Climbing novelty seeking	Macau (Mainland Chinese, Hong Kongese, Taiwanese, and Western tourists)
	Destination novelty seeking
	Climbing tourism infrastructure
	Non-climbing sport/ leisure activities Reclusiveness

Kim et al. (2003Kim S.S., Lee C., & Klenosky D.B. (2003). The influence of push and pull factors at Korean national parks. Tourism Management, 24(2), 169-180. https://doi.org/10.1016/S0261-5177(02)00059-6 https://doi.org/10.1016/S0261-5177(02)00... )	Key tourist resources Information and convenience of facilities Accessibility and transportation	Korean National Parks (Korean tourists)
Yoon & Uysal (2005Yoon Y., & Uysal M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016 https://doi.org/10.1016/j.tourman.2003.0... )	Modern atmospheres and activities Wide space and activities	Northern Cyprus
	Small size and reliable weather
	Natural scenery
	Inexpensive restaurants and tennis
	Different culture
	Cleanliness and shopping
	Night life and local cuisine
	Interesting towns villages
	Water activities
Mohammad & Som (2010Mohammad B.A., & MAT SOM A.P. (2010). An examination of satisfaction on tourism facilities and services in Jordan. Anatolia, 21(2), 388-392. https://doi.org/10.1080/13032917.2010.9687112 https://doi.org/10.1080/13032917.2010.96... )	Events and activities	Jordan (European, North American, and Australian tourists)
	Easy access and affordable
	History and culture
	Variety seeking
	Adventure
	Natural resources
	Heritage sites
	Sightseeing variety
Kanagaraj & Bindu (2013)	Relaxation activities	Kerala (South Indian tourists)
	Adventure and variety seeking experience
	Water based activities and museums
	Yoga, temples, and history
	Heritage and handicrafts Backwaters and spa Adventure and variety seeking experience Water based activities and museums Yoga, temples, and history
Park et al. (2015Park S.H., Mahony D.F., Kim Y., & Kim Y.Do. (2015). Curiosity generating advertisements and their impact on sport consumer behavior. Sport Management Review, 18(3), 359-369. https://doi.org/10.1016/j.smr.2014.10.002 https://doi.org/10.1016/j.smr.2014.10.00... )	Exciting and relaxing atmosphere	Macau (Mainland Chinese, Hong Kongese, Taiwanese, and Western tourists)
	Local and cultural resources Gambling and entertainment
	Famous destination
	Family and friend bonding opportunities



Sung et al. (2015Sung Y.K., Chang K.C., & Sung Y.F. (2015). Market Segmentation of International Tourists Based on Motivation to Travel: A Case Study of Taiwan. Asia Pacific Journal of Tourism Research, 21(8), 862-882. https://doi.org/10.1080/10941665.2015.1080175 https://doi.org/10.1080/10941665.2015.10... )	Attitude and quality of service	Taiwan (Asian tourists)
	Cost, shopping, and tasting
	Diverse attraction
	Culture connections
	Sport facilities, wildlife, and events
	Accessibility
This Study	Quality of accommodation Cultural heritage Nightlife and entertainment Accessibility to the destination	Europe (Brazilian tourists)

Pull motivations categories	Abbreviation	References
Quality of accommodation	AQ	3 indicators adapted from Kanagaraj & Bindu 2013Kanagaraj C., & Bindu T. (2013). An Analysis of Push and Pull Travel Motivations of Domestic Tourists to Kerala. International Journal of Management & Business Studies, 3(2), 112-118. Retrieved from http://www.ijmbs.com/32/2/tbindu.pdf; Kim et al., 2003Kim S.S., Lee C., & Klenosky D.B. (2003). The influence of push and pull factors at Korean national parks. Tourism Management, 24(2), 169-180. https://doi.org/10.1016/S0261-5177(02)00059-6 https://doi.org/10.1016/S0261-5177(02)00...
Nightlife and entertainment	NL & R	3 indicators adapted from Park et al., 2015Park S.H., Mahony D.F., Kim Y., & Kim Y.Do. (2015). Curiosity generating advertisements and their impact on sport consumer behavior. Sport Management Review, 18(3), 359-369. https://doi.org/10.1016/j.smr.2014.10.002 https://doi.org/10.1016/j.smr.2014.10.00... ; Kanagaraj & Bindu 2013Kanagaraj C., & Bindu T. (2013). An Analysis of Push and Pull Travel Motivations of Domestic Tourists to Kerala. International Journal of Management & Business Studies, 3(2), 112-118. Retrieved from http://www.ijmbs.com/32/2/tbindu.pdf; Yoon & Uysal, 2005Yoon Y., & Uysal M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016 https://doi.org/10.1016/j.tourman.2003.0...
Accessibility to the destination	AD	2 indicators adapted from Sung et al., 2015Sung Y.K., Chang K.C., & Sung Y.F. (2015). Market Segmentation of International Tourists Based on Motivation to Travel: A Case Study of Taiwan. Asia Pacific Journal of Tourism Research, 21(8), 862-882. https://doi.org/10.1080/10941665.2015.1080175 https://doi.org/10.1080/10941665.2015.10... ; Kim et al., 2003Kim S.S., Lee C., & Klenosky D.B. (2003). The influence of push and pull factors at Korean national parks. Tourism Management, 24(2), 169-180. https://doi.org/10.1016/S0261-5177(02)00059-6 https://doi.org/10.1016/S0261-5177(02)00...
Cultural heritage	CH	2 indicators adapted from Kanagaraj & Bindu, 2013Kanagaraj C., & Bindu T. (2013). An Analysis of Push and Pull Travel Motivations of Domestic Tourists to Kerala. International Journal of Management & Business Studies, 3(2), 112-118. Retrieved from http://www.ijmbs.com/32/2/tbindu.pdf; Park et al., 2015Park S.H., Mahony D.F., Kim Y., & Kim Y.Do. (2015). Curiosity generating advertisements and their impact on sport consumer behavior. Sport Management Review, 18(3), 359-369. https://doi.org/10.1016/j.smr.2014.10.002 https://doi.org/10.1016/j.smr.2014.10.00...

Hypotheses	Description	Main supporting references
H1	Individual’s curiosity positively influences the individual’s attitude toward destination (CUR ( ATT)	Correia et al. 2006Correia A., Oom do Valle P., & Moço C. (2006). Modeling motivations and perceptions of Portuguese tourists. Journal of Business Research, 60, 76-80. https://doi.org/10.1016/j.jbusres.2005.10.013 https://doi.org/10.1016/j.jbusres.2005.1... ; Correia & Pimpão, 2008
H2	Individual’s curiosity positively influences the individual’s response to the holistic destination attributes (CUR ( PULL)	Correia et al., 2006Correia A., Oom do Valle P., & Moço C. (2006). Modeling motivations and perceptions of Portuguese tourists. Journal of Business Research, 60, 76-80. https://doi.org/10.1016/j.jbusres.2005.10.013 https://doi.org/10.1016/j.jbusres.2005.1... ; Correia & Pimpão, 2008
H3	Individual’s curiosity positively influences the individual’s future visit intention and willingness to recommend (loyalty) (CUR ( LOY)	Hill et al., 2016Hill K.M., Fombelle P.W., & Sirianni N.J. (2016). Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation. Journal of Business Research, 69(3), 1028-1034. https://doi.org/10.1016/j.jbusres.2015.08.015 https://doi.org/10.1016/j.jbusres.2015.0... ; Park et al., 2015Park S.H., Mahony D.F., Kim Y., & Kim Y.Do. (2015). Curiosity generating advertisements and their impact on sport consumer behavior. Sport Management Review, 18(3), 359-369. https://doi.org/10.1016/j.smr.2014.10.002 https://doi.org/10.1016/j.smr.2014.10.00...
H4	Individual’s response to the holistic destination attributes positively influences the individual’s future visit intention and willingness to recommend (loyalty) (PULL ( LOY)	Khuong & Ha, 2014Khuong, M.N., & Ha, H.T.T. (2014). The Influences of Push and Pull Factors on the International Leisure Tourists’ Return Intention to Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 5(6), 490-496. https://doi.org/10.7763/IJTEF.2014.V5.421 https://doi.org/10.7763/IJTEF.2014.V5.42... ; Yoon & Uysal, 2005Yoon Y., & Uysal M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016 https://doi.org/10.1016/j.tourman.2003.0...
H5	Individual’s response to the holistic destination attributes positively influences the individual’s attitude toward destination (PULL ( ATT)	Hsu et al., 2010Hsu C.H.C., Cai L.A., & Mimi Li. (2010). Expectation, Motivation, and Attitude: A Tourist Behavioral Model. Journal of Travel Research, 49(3), 282-296. https://doi.org/10.1177/0047287509349266 https://doi.org/10.1177/0047287509349266... ; Wong et al. 2013Wong M., Cheung R., & Wan C. (2013). A Study on Traveler Expectation, Motivation and Attitude. Contemporary Management Research Pages, 9(2), 169-186. Retrieved from www.cmr-journal.org/article/download/11023/pdf/. https://doi.org/10.7903/cmr.11023 https://doi.org/10.7903/cmr.11023...
H6	Individual’s attitude toward destination positively influences individual’s future visit intention and willingness to recommend (loyalty) (ATT ( LOY)	Ajzen, 1991Ajzen I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T https://doi.org/10.1016/0749-5978(91)900... ; Bagozzi, 1992Bagozzi R.P. (1992). The Self-Regulation of Attitudes, Intentions, and Behavior. Social Psychology Quarterly, 55(2), 178-204. Retrieved from http://www.jstor.org/stable/2786945. https://doi.org/10.2307/2786945 https://doi.org/10.2307/2786945... ; Cheng et al., 2005Cheng S., Lam T., & Hsu C.H.C. (2005). Testing the sufficiency of the theory of planned behavior: A case of customer dissatisfaction responses in restaurants. International Journal of Hospitality Management, 24(4), 475-492. https://doi.org/10.1016/j.ijhm.2004.10.006 https://doi.org/10.1016/j.ijhm.2004.10.0... ; Lee et al., 2008Lee Y.K., Lee C.K., Lee S.K., & Babin B.J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61, 56-64. https://doi.org/10.1016/j.jbusres.2006.05.009 https://doi.org/10.1016/j.jbusres.2006.0... ; Quintal et al., 2015Quintal V.A., Thomas B., & Phau I. (2015). Incorporating the winescape into the theory of planned behaviour: Examining “new world” wineries. Tourism Management, 46, 596-609. https://doi.org/10.1016/j.tourman.2014.08.013 https://doi.org/10.1016/j.tourman.2014.0...

Description	Category	N.	% weight
Gender	Male	131	48%
	Female	141	51.6%
	Missing Values	1	0.4%
Age	16-18	6	2.2%
	19-25	55	20.1%
	26-35	89	32.6%
	36-45	53	19.4%
	46-55	39	14.3%
	56-65	24	8.8%
	>65	1	0.4%
	Missing values	6	2.2%

Status	Married	132	48.3%
	Single	126	46.2%
	Missing values	15	5.5%

Occupation	Farmer	1	0.4%
	Blue collar	14	5.1%
	White collar	106	38.8%
	Executive	9	3.3%
	Businessman	28	10.3%
	Student	58	21.2%
	Unemployed	1	0.4%
	Housewife	3	1.1%
	Retired	39	14.3%
	Missing values	14	5.1%

Educational level	Primary school	4	1.5%
	Middle school	0	0%
	High school	18	6.6%
	Vocational high school	13	4.7%
	Bachelor’s degree	128	46.9%
	Postgraduate education	89	32.6%
	Missing values	21	7.7%

Latent variable	Measurement Item	References (adapted from)	Factor Loading	T-test	CR	AVE
Attitude (visiting Europe)	Pleasant	Cheng, Lam & Hsu (2006) Hsu & Huang (2012)	0.847	16.117	0.957	0.762
	Worthwhile		0.889	17.282
	Satisfying		0.934	18.584
	Fascinating		0.908	17.836
	Rewarding		0.888	17.266
	Enjoyable		0.845	16.107
	Positive		0.792	---

Loyalty	If I had to decide again, I would choose Europe	Zabkar et al. (2010Žabkar V., Brenčič M.M., & Dmitrović T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537-546. https://doi.org/10.1016/j.tourman.2009.06.005 https://doi.org/10.1016/j.tourman.2009.0... )	0.703	10.507	0.812	0.593
	I will recommend Europe to friends and relatives		0.866	11.517
	I will speak highly of Europe to friends and relatives		0.731	---
	Quality of accommodation		0.754	---
	Accessibility to the destination		0.927	8.662
	Relevance of cultural heritage		0.565	5.728

Pull motives	Night life and entertainment	See Table 2	0.745	8.218	0.840	0.576
	Quality of accommodation		0.754	---
	Accessibility to the destination		0.927	8.662
	Relevance of cultural heritage		0.565	5.728

Curiosity	To visit famous cultural and historical attractions	Our elaboration	0.831	14.177	0.865	0.617
	To fulfill my curiosity about Europe		0.795	---
	To learn about the history, culture, and art of Western Europe		0.799	13.617
	To see some beautiful natural scenery		0.711	11.933

Constructs	Attitude	Loyalty	Pull motives	Curiosity
Attitude	0.873
Loyalty	0.438	0.770
Pull motives	0.273	0.107	0.759
Curiosity	0.377	0.470	0.358	0.785

Hypothesis	Description	Path Coefficient (Standardized)	Significance	Conclusion
H1	CUR ( ATT	0.32***	4.52	Supported
H2	CUR ( PULL	0.358***	4.701	Supported
H3	CUR ( LOY	0.392***	4.995	Supported
H4	PULL ( LOY	-0.122	-1.675	Not supported
H5	PULL ( ATT	0.159*	2.217	Supported
H6	ATT ( LOY	0.324***	4.597	Supported
	χ2 = 322.563. df = 119 (p < .000) CFI = .954 TLI = .954		SRMR = .0617 RMSEA = .057. p-close = .099

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[1] Maria Vincenza Ciasullo

Associate Professor at Management & Information Technology Department of University of Salerno (Italy)