모국 방문객의 관광동기와 유형

Abstract

A large number of Pakistanis have emigrated to and settled in various countries spread over the continents of Europe, North America and Asia, and similarly, a good number of skilled workers, professionals and business persons are delivering services across the world. Emigrants- first generation Pakistani and 2nd and 3rd generations of those migrants, and expats including temporary workers, business persons and students abroad, pay visits to Pakistan regularly. These travelers are subject of this special interest tourism research. The study focuses for understanding their motivation to return to country of origin using push and pull framework. Most of the studies on Diasporas are conducted under the ethnic, social and cultural perspectives in the domain of host countries. There is a very little research on Diasporas motivation for return visit to country of origin using pull - push framework and this study would fill that academic gape besides revealing overseas visitors‟ motivational factors in Pakistani context and bringing into light the relatively unknown Diaspora tourist market in Pakistan. The generations of Pakistanis migrants abroad have contributed significantly towards the socio-economic developments through consistent remission of hard earned foreign currencies and direct spending on traveling and touring Pakistan for various reasons. The study would investigate their travel motivation, characteristics, behavior and diaspora related activities while traveling or touring Pakistan. Being the tourist in a country, which had significant bearings on their cultural and ethnic identity and emotional makeover; these tourists have special impact upon tourism products, services and its very people. They are responsible tourists, who have emotional attachment with the land and its inhabitants. Their visit frequency, pattern and spending magnitude is significantly higher and broader in effect as compared to other international tourists who come for short exploratory trips with limited relationship and connections with local. The study achieved its objectives by focusing on the push and pull factors of Pakistani diaspora travelers, segmenting them into homogeneous groups and making the clusters with respect to socio-demographics, diaspora related behavior, travel characteristics and destination attributes/preferences through empirical analysis using data on diaspora tourists travelling to Pakistan. A mixed method was used to collect the data. After giving due care to the merits and demerits of qualitative and quantitative methods, the mixed method approach was found to be the appropriate way for data collection. Interviews with some foreign residents were conducted to supplement interpretation of the results from the survey. A survey was used to harvest quantitative data. Statistical analyses were carried out with tools such as ANOVA, Multiple Discriminant Analysis (MDA) and, Factor and Cluster analytical techniques for data reduction and analysis with SPSS.