Push and Pull Factors for Domestic Leisure Travel in Mtubatuba Local Municipality, South Africa

This study explores the main motivators (push-pull factors) for South African residents to participate in domestic leisure travel, using Mtubatuba Local Municipality in KwaZulu-Natal as a case. Structured questionnaire was used to collect usable data from 400 respondents. Results show that seeking social interaction, relaxation, exploring different activities and cultures, visiting friend and relatives, and escape from normal routine are the push factors for residents to travel domestically. Pull factors driving domestic tourism in South Africa include the beauty of South Africa’s natural resources, its diverse history and culture, and excellent recreational facilities. Young (18-30 years of age), female, and employed residents, and those with tertiary education, demonstrate higher demand for domestic tourism than their counterparts. It is therefore recommended that domestic tourism marketing efforts by South African Tourism should be increased on these demographic groups. Intensive and continuous domestic tourism awareness, competitive pricing (through reduced operational costs), and further improvements on national security are areas that still need national attention. International or foreign demand for South Africa as a tourism destination can be induced and maintained through domestic tourism support.