Purpose: This research aimed to examine the concepts of pull and push satisfaction, as well as their correlation with a unidimensional satisfaction metric. In addition, the research contended that pull satisfaction validates visitors’ expectations regarding the destination’s attributes, while visitors’ evaluations of push satisfaction indicated the degree to which the destination correlates to their intrinsic desires.

Methodology: The study was conducted in Uttarakhand, a popular Indian cultural tourism destination. The study examined 323 culturally motivated travelers to the region. Data was collected from Indian tourists visiting Uttarakhand. This data was analyzed using confirmatory and exploratory factor analysis. A structural equation model (SEM) was used to determine what factors affected the relationship between overall happiness and its components.

Findings: The findings indicated that the tourist’s evaluation of the push and pull dimensions of satisfaction is reflected in the overall satisfaction. The presence of necessary amenities and the opportunity to actively participate in a location’s cultural and social customs were recognized as essential factors in determining overall satisfaction. The results of this study suggested that people’s holiday behaviors were significantly influenced by the degree to which their self-expectations and desires aligned.Practical

Implications: The research possessed distinct characteristics that set it apart from others. Initially, this is one of the limited endeavors to develop a measurement scale that quantifies issues related to satisfaction by modifying the concepts of pull and push motivation. The study developed a measurement scale to assess issues related to satisfaction by utilizing pull and push motivation.

Originality: The data indicated that each of the competing factors had a substantial loading value, which significantly added to the explanation of tourists’ overall satisfaction. The study presented a multidimensional satisfaction structure considering expectations and desires.

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