Motivations behind travel: understanding push and pull factors in Vlora's tourism destination

Introduction: The tourism sector is a fundamental pillar of a country's growth and development. Despite extensive study in this field, it remains an attractive domain for analysing tourist flows based on travel motivations, seen in the dynamics and characteristics of the region. Objectives: Within the framework of this study, the main objective is to understand travel motivations from the perspective of push and pull factors, helping to create a more complete and integrated tourism product. Thinking about how to create an integrated tourist product supports the promotion of the main values and unique resources that this tourism destination offers, fostering the year-round exploitation of tourism. By understanding these factors, this may have important implications for the region, especially in terms of segmenting markets, designing the tourism product, and decision-making about destination development. Methods: The study analyses the perceptions of 205 tourists who visited Vlora between September and October of 2024, using a quantitative research approach based on factor analysis and cluster analysis. Results: The findings confirm that coastal tourism remains Vlora's primary attraction, while the segmentation analysis highlights opportunities for diversifying tourism offerings to cater to different tourist motivations. By understanding the unique characteristics and preferences of each cluster, companies operating in the tourism sector and destination managers can develop targeted strategies to enhance the integrated tourism product and foster a more effective and sustainable tourism development in the Vlora region. Conclusions: This study contributes to the existing body of knowledge by applying the push and pull motivation framework to a specific coastal tourism destination, offering empirical insights into how different tourist segments perceive and engage with Vlora. By integrating these findings with destination development strategies, the research enhances understanding of how to create a more sustainable and diversified tourism product. Furthermore, the study provides valuable data for policymakers and businesses seeking to optimise tourism offerings and extend the tourism season beyond peak summer months, addressing a gap in studies focused on seasonal tourism patterns in the coastal region.