Push and Pull Factors in Affecting Chinese Tourists' Decision to Visit the NBA Games

This study explores the push and pull factors of Chinese people's motives to watch NBA games by visiting NBA destinations with the purpose of having a better understanding of the relationship between various push and pull factors and NBA visiting intentions. Through critically analyzing the past studies on various motivation theories, this study employs the push and pull motivation theory to collect 105 (N=105) samples by using an online questionnaire survey, containing totally 25 questions. By using the descriptive analysis and correlation analysis, this study carefully explores four dimensions of the push factors (enjoying nature, escape, excitement, and social networking), and five dimensions of pull factors (location and accessibility, game promotion, economic consideration, schedule convenience, and security concerns). The result shows that various push and pull factors jointly affect Chinese people's motives to visit NBA destinations. This offers new insights for developing more effective marketing strategies for active sport tourism, especially in Chinese context.