Beyond borders: exploring digital nomadism through the push-pull lens

This research aims to identify the factors influencing the travel tendencies of digital nomad tourists within the framework of push–pull theory. A qualitative research approach was adopted, employing a phenomenological design. Semi-structured, in-depth interviews were conducted with ten digital nomads selected through purposive sampling, and the data obtained were analysed using descriptive analysis. The findings indicate that the push factors motivating digital nomads to leave their current locations include flexibility and the pursuit of freedom, escape from monotony, the search for new experiences and exploration, psychological and personal development, work–life balance and motivation, and professional opportunities. Conversely, the pull factors attracting digital nomads to specific destinations comprise internet and technological infrastructure, the availability of co-working spaces and a digital nomad community, affordable living costs, visa facilitation and legal regulations, environmental qualities and an inspiring atmosphere, touristic attractions and activities, the openness of local communities to interaction and cultural integration, as well as health, hygiene, and safety conditions. This study contributes to the literature by conceptualising digital nomadism as a holistic lifestyle and offers valuable insights into how destinations can better accommodate this expanding segment of travellers.