The Effect of Tourist Motivational Factors on Tourist Destination Image

This research investigates the effect of tourist motivation factors on tourist destination image. Tourism is foreign income source of the economy which benefitted enormously through its destination. Even though there are number of research conducted in Sri Lanka, no empirical study has been conducted in Southern Province considering the push and pull motivational factors which affected to the destination image, and this is the modest attempt to fill this research gap. Descriptive and quantitative research method was used to analyze the data. The dependent variable is destination image where independent variables were push and pull motivational factors. The data was analysed by multiple linear regression. It was argued that Seeking relaxation and gaining knowledge, are push motivational factors, and affordability and easy access and experiencing adventures are as pull motivational factors that affected to destination image.