PUSH-PULL FACTORS IN MOUNTAIN RESORTS——A Case Study of Huangshan Mountain as World Heritage

The push-pull framework provides a useful approach for examining the tourist motivation. This paper takes the world heritage-Huangshan Mountain as a sample. From the two different aspects of pull and push factors, the underlying features of visitors′ motives to Huangshan Mountain are analyzed with the help of factor analysis. As a result, five push factors and four pull factors are identified. Further analyses investigate differences in the push and pull factors among different socio-demographic subgroups with one-way ANOVA analysis. The result of the study affords us useful references for development, protection and marketing expansion of mountain resorts.