The effects of push and pull travel motivations, personal values, and destination familiarity on tourist loyalty: a study of Chinese cigar tourists to Cuba

This study examined Chinese cigar tourists’ motivations for visiting Cuba. Six push factors and five pull factors were identified using a push–pull factor framework. The effects of travel motivations, personal values, and destination familiarity on tourist loyalty were examined using a sample of 348 Chinese cigar tourists. Hierarchical regression analysis revealed that unique experience seeking (a push factor) and destination-specific attractions and socialistic nostalgia (pull factors) predicted revisit intention; socialistic nostalgia also predicted willingness to recommend. Destination familiarity was found to influence revisit intention but not willingness to recommend. Personal values appeared unrelated to tourist loyalty.