Psychological drivers of travel package selection: a thematic analysis of TripAdvisor reviews on the MENA region

Purpose This study explores the psychological drivers of tourists’ travel package selection by analysing user-generated online reviews in the Middle East and North Africa (MENA) region. Design/methodology/approach This study employs a qualitative research design, using a reflexive thematic analysis (TA) approach to TripAdvisor reviews of package tours in the MENA region. Findings Package selection decisions are primarily shaped by push and pull motivations, including convenience, safety, value for money and experiential assurance. Incentives such as discounts and promotional offers do not function as independent motivational drivers; instead, they serve as contextual, decision-enhancing mechanisms that shape how existing motivations are interpreted and acted upon, particularly under conditions of time pressure or perceived risk. Research limitations/implications This study refines the application of push–pull theory in digital review environments by conceptualising incentives as contextual decision-enhancing mechanisms rather than independent motivational forces. However, the analysis is limited to TripAdvisor reviews and selected MENA countries, which may restrict generalisability. Future research should adopt mixed-method approaches, incorporate multiple data sources and expand geographical coverage. Practical implications Tour operators and destination marketers should design incentive strategies that reinforce tourists’ underlying motivations, emphasise safety and reliability and align promotional activities with cultural and social contexts in the MENA region. Originality/value This research offers in-depth qualitative insights into tourists’ psychological decision-making processes, utilising online reviews from the underexplored MENA region. By distinguishing between core motivations and contextual decision-enhancing mechanisms, the study offers a more nuanced understanding of travel package selection behaviour.