CC BY
0INTERNATIONAL TOURISTS' PUSH AND PULL MOTIVATION TO VISIT HISTORICAL SITES IN
UZBEKISTAN
Dostonbek TILOVMURODOV Alfraganus University ORCID: 0000-0001-5645-822X
Abstract: Heritage becomes an important aspect in the development of cultural and historical tourism as it transitions from a resource to a commodity capable of producing money and employment while also serving as a symbol of cultural identity. The enormous importance of this tourism product is one more part of the city's other characters, and its multiplying impact adds to the economic and social dynamization. Historical cities have been the targets of visitors, research, and governmental interventions, and have been reinforced as a tourist destination as a result of an increase in operators searching for new goods. Understanding tourist behavior requires is more vital. The push-pull motivation theory is a common theory that explains why tourist choose one location over another, the sort of experience they want to have also specific typed of activity they want to perform. Based on prior literature, this study explains the tourist motivation as push factor and the historical sites as pull factors of the visitor while deciding the touristic location. Mainly, this study used qualitative method. According to the study, travelers are motivated to meet their requirements, such as reducing stress and learning about history. Historical sites are destinations centered on history and architecture, occasionally referred to historical tourism. Specifically, study focused on historical sites in Uzbekistan which international tourists prefer to categorize their alternative destination choices depending on numerous variables such as the dominance perception of visitors from one place (pull factor), personal motivation (push factor) and available time, money (situational restrictions).
Key words: tourist motivation, international tourist, historical tourism, historical sites, push factors, pull factors
Annotatsiya: Tarixiy obyektlar madaniy-meros va tarixiy turizm rivojlanishining muhim jihatiga aylanadi, chunki bu resursdan foydalanish orqali moliyaviy foyda va yangi ish o'rinlari yaratiladi shu bilan birgalikda madaniy o'ziga xoslik ramzi bo'lib xizmat qiladi. Ushbu turistik mahsulotning ulkan ahamiyati shaharning boshqa belgilari hisoblanib uning ko'payib borayotgan iqtisodiy va ijtimoiy dinamikaga ta'sir qiladi. Tarixiy shaharlar tashrif buyuruvchilar, tadqiqotlar va hukumat aralashuvlarining hamda yangi tur mahsulotlarini ishlab chiqayotgan operatorlarning ko'payishi natijasida tarixiy obyektlar sayyohlik maskani sifatida mustahkamlanib boradi. Turistik xatti-harakatlarni tushunish bu juda muhim konsepsiya hisoblanadi. Turtki-tortishish motivatsiyasi nazariyasi umumiy nazariya bo'lib turistlar nima uchun bir turistik manzilni boshqasiga nisbatan tanlashi tushuniladi, turistlar qanday tajribaga ega bo'lishni xohlashlarini shuningdek ular amalga oshirishni xohlagan turistik faoliyat turini tushuntiradi. Oldingi adabiyotlar va tahlillarga asoslangan holda, ushbu tadqiqot turistik joyni tanlashda turist motivatsiyasini turtki sifatida, tarixiy joylar esa tashrif buyuruvchini jalb qiluvchi omillar sifatida izohlaydi. Asosan, ushbu tadqiqotda sifat parameterlarini o'lchash usuli qo'llanilgan. Tadqiqotga ko'ra, sayohatchilar stressni kamaytirish va tarixni o'rganish kabi talablarini qondirish motiv tasir doirasi keng hisoblanadi. Tarixiy joylar - bu tarix va arxitekturaga asoslangan, vaqti-vaqti bilan tarixiy turizmga oid turistik joylar. Xususan, tadqiqot O'zbekistondagi tarixiy obidalarga qaratilgan bo'lib, ularda xalqaro sayyohlar o'zlarining muqobil yo'nalishlarini tanlashni bir joydan tashrif buyuruvchilarning motivlarini idrok etish (tortish faktori), shaxsiy motivatsiya (turtki faktori) va mavjud vaqt, xarid qilish imkonyati kabi ko'plab o'zgaruvchilarga qarab tasniflanadi.
Kalit so'zlar: turistik motivatsiya, xalqaro sayyohlar, tarixiy turizm, tarixiy manzilgohlar, turtki omillar, tortuvchi omillar
INTRODUCTION.
Tourism developed as one of the main generators of social, political, economic, and cultural change in the early twenty-first century, with differing degrees of intensity and magnitude at various sites across the world. In recent years, the undeniable importance of tourism and its numerous consequences has resulted in a rush of publications covering a wide range of topics. Tourists have always been drawn to historical towns, both in the past and in the present. However, most contemporary studies on tourism historical towns were published from a modern viewpoint, with little or no attention devoted to how these towns grew into tourist-historic cities; a puzzling and, it would appear, incongruous omission in light of these towns past. Studies of tourist-historic cities frequently depend on evolutionary models that trace the emergence of tourism in historical towns. Tunbridge and Ashworth's model of the tourist-historic city is prominent among these models, as are models defining the evolution of the Central Tourist District, the Tourist Town's Functional Spaces Model, and the Accommodation Service Model, all of which will be discussed in depth further on. The following article aims to demonstrate that using such models without also investigating the origins and evolution of tourism in these towns from a historical standpoint will provide only a partial and, at times, inaccurate picture of the birth, development, and unique character of the tourist-historic city. Furthermore, given that tourism is a widespread and dynamic phenomenon that touches on many aspects of the human urban experience - social and political, environmental, economic, and so on -delving into the origins and rise of tourism in historical towns may shed light on various characteristics that, unique to historical towns, encouraged their eventual transformation into tourist-historic cities. International tourism metrics reflect a growing interest among travelers seeking historic and cultural sites outside from the conventional sun and beach attractions. Thus, cultural tourism, particularly urban tourism (and within it, city breaks), is a popular destination for thousands of travelers searching for a memorable experience. Since 2005, this product has solidified, exhibiting stronger yearly rises and skyrocketing demand to 2.3 million visitors with cultural interests in Spain, up from 2 million in 2004. As a result, of the 7.3 million cultural visitors, 2.3 million traveled utilizing city breaks. According to the World Tourism Organization (WTO), cultural tourism now accounts for more than half of foreign travels, and the increase is continuing, as demonstrated by newest report on Cultural Tourism. The huge significance of such a tourism product stems from the economic and social dynamism it brings to the city, in addition to the various services it may serve. Furthermore, because of its nature, it encourages non-seasonal visits because it is not essential to be on vacation or have a lot of time to undertake these travels. Another factor highlighting the importance of this sort of tourism is the average expenditure of visitors, which is often larger than that of the ordinary tourist on vacation. Historical tourism is an essential market segment in many developed and developing countries that achieves economic growth by attracting visitors from outside also a host community who are motivated wholly or partially by interest in a community, region, group, as well as historical sites, artistic, scientific or lifestyle and heritage offerings. This type of travel focuses on encountering historical surroundings, such as landscapes, unique lifestyles, values of architecture, customs, events and the visual and performing arts. Tourism experts have a big research challenge in understanding holiday demand. For this aim, academics have used a variety of methodologies, including the construction of holiday-decision models. Whatever technique is taken, there is universal agreement that motivation is the first and most important aspect in assessing holiday demand. Some research investigated tourism motivation from a theoretical standpoint in order to better understand visitor behavior, whilst others decided to explore tourism motivation from a practical standpoint in order to promote tourism. Despite their disparate objectives, both of these types of studies used the same commonly used paradigm for tourist motivation, namely, push and pull (Dann, 1977). Perception and motivation may impact visitors' behavior when participating in tourist activities in a national park. Rossi (2019) suggested in a conceptual model that the components that mediate tourists' behavior when visiting national park areas are motivation and perception. One idea that explains it is the push-pull framework. People's desire to go outside of their home for various reasons is as old as documented history. People traveled for a variety of reasons, including trade, religion, vacation, Olympic Games, and the desire to restore health (Casson, 2014). Today, in addition to traveling for comparable reasons,
individuals travel for a variety of reasons in order to become more contemporary. In current day and age, where people go to the end of their life (Dyer, 2013) rather than to relax and replenish themselves, it is clear that tourism will continue to evolve in tandem with the diversity of human wants. As a result, the reasons why individuals travel change with time. Samarkand, Bukhara, Khiva and Tashkent are all located in the Republic of Uzbekistan, and these 'historical places' have a lot to offer both local and foreign tourists. It is also noted for its diverse cultures, natural wonders and breathtaking topography. Indeed, these areas have been recognized as UNESCO World Heritage Sites for their historical treasures and protection. Tourists visit Uzbekistan for a variety of reasons, including both leisure and commercial purpose. Tourists come to Uzbekistan to escape the rush and bustle of everyday life. However, according to certain literature evaluations, only a small number of recent research have focused on Uzbekistan as a historical tourist destination. Indeed, fewer research on the motivating elements that impact visitation behavior to the region are undertaken, and the degree of competitiveness in this sector is also very low. As a result, these are suggested for further research and information expansion. Based on the findings of previous research, the objective of this study is attempts to identify motivation as a push component and historical tourism as a pull factor for visitors visiting a tourist area.
LITERATURE REVIEW.
Motivation, originated in the Latin word movere (activity), is the reason why individuals act. There are requirements that are founded on the motivations that drive conduct. When an individual's physiological or psychological demands develop, the homeostatic equilibrium, which indicates that the individual does not require anything, is upset. After the homeostatic balance is upset, the person takes action (Kof, 2011). Some authors characterize tourists as driven people who want to get away from their everyday routines, highlighting the relevance of motivation for visitors. Many scholars believe that the most important component in travelers' decision-making process is travel motivation. It is one response to the issue "why do people travel" that has preoccupied tourism scholars for years (Dunne, 2019:). Because it is a compelling and driving force behind human conduct, motivation is an important aspect in describing tourist behavior (Baloglu and Uysal, 2016). A motivational formation necessitates a utilitarian or hedonic need as well as motivation, which stimulates the person to meet the evoked need (Solomon, 2016). Travel motivation is the arousal of a desire to travel. The Traveling Career Ladder idea is based on Maslow's theory of the hierarchy of needs and is concerned with the motives of tourists. Travel Career Ladder addresses tourist motivation at five stages. While the visitor may be driven by many demands at the step, one of these wants may take precedence. The underlying notion behind the Travel Career Ladder model is that people's drive to travel changes as they travel. Individuals can have a travel career based on their age, overall travel experience using this strategy (Pearce and Lee, 2015). The push and pull context is a valuable tool in tourism research for evaluating the motives driving visitor and return behavior. Push motivation is defined as the personal driver that entices an individual to travel for reasons such as escape from the daily routine, a desire to spend quality time with family, or a desire for adventure. Pull incentive is the cause that attracts tourists to choose a place. According to (Niemela, 2021), a tourist's perception of a certain place might be interpreted as pull incentive. In this context, push factors are specific influences that influence a person's decision to take a vacation (to travel outside of one's normal environment), whereas pull factors are specific influences that influence a person's decision of which specific destination should be chosen. The push motives have been identified as socio-psychological incentives that incline the individual to travel and have been shown to be beneficial in understanding the desire for travel. Pull incentives, on the other hand, pertain to the actual destination choice, which attracts the individual to a certain location once the selection has been made. Push and pull variables are typically defined as two independent judgments made at two unique points in time - one on whether to move and the other on where to go. Push factors rationally come before pull factors. In contrast to this idea, some scholars have suggested that push and pull variables should not be viewed as completely independent of one another, but rather as intimately connected. In this regard, it has been noted that although internal factors drive individuals to travel, external forces of the destination itself simultaneously pull them to choose that specific place. Dann (1997) has pointed out that potential tourists who decided
"where to go" may also take into consideration numerous pull factors which correspond sufficiently to their motivational of 'push'. Although a few research has examined the interrelationship between push and pull forces in the travel and tourism literature, most prior studies have focused primarily on visitors to international and overseas tourism destinations. Researchers are yet to investigate more on the relationship between push and pull factors in various settings or socio-demographic variables.
Tourism in historic cities - When asked about the intent of their excursions, Egatur suggests the "cultural tourist" idea of "leisure, cultural, historical tourism." It reflects the fact that historical tourism has remained consistent since 2004. This is owing to the sociodemographic characteristics and trip characteristics of the cultural tourist, who often has a higher level of education and is less vulnerable to market shifts. Tourism has grown in importance as a strategic axis for urban planning policies, which must develop a competitive offer oriented toward meeting the expectations of visitors and making a positive contribution to the development of the city, in other words, to the coordination of economic and urban development, with the goal of providing a unique experience to visitors and new economic and social opportunities to citizens. Historical tourism, which is today considered a novelty, is the oldest known sort of tourism. The European Grand Tour of the 18th and 19th Centuries, done by the culturally driven English nobility, was its antecedent. Although these trips were not limited to cities, it was in cities that they were most effective. Finally, cities with historical value are important because they become tourist attractions because of their prestige and distinctiveness, as well as dynamic throttles for themselves and their areas. Their interest in architectural heritage stems from their museums and works of art, but more specifically from their historic regions (using the Spanish heritage-related phrase for historical cities with protected heritage). They become the subject of visitors, research, and public interventions, and are bolstered as a tourism destination by an increase in operators seeking for new goods, local agents who recognize tourism as a source of revenue, and as a strategy for urban development policies.
The singularity of the historical city - This provides a good primary source for assessing urban planning and landscape in the ancient city: photographs, antique artworks, and, especially, tourism posters. The original, picturesque, and unique features of historic areas have inspired artists who immortalized them in photography, oil and watercolor paintings, and drawings, which are now highly valued for studying the evolution of architecture, conservation, and contrasts with new buildings. Tourist posters have long been the primary source of advertising, and they often serve as the picture that tourists remember for the rest of their lives, which, since the demographic expansion of the 1970s, has inexorably led to the remodeling of houses to accommodate larger families. This condition fueled a large number of new buildings or alterations to existing structures without regard for historical value. The population's attitude shifts also had an impact when their children departed. Their standard of living improved, and there was a desire to improve the quality of the dwellings, which appeared modest to the newcomers.
A tourism region originates from a historic location - The attraction of a tourist-friendly location is often comprised of a wide range of complementary resources related to the most popular tourist segments: cultural tourism, urban tourism, sailing tourism, nature tourism, and beach tourism. We feel it is vital to develop methods that incorporate the entire region mentioned and please both visitors seeking culture and those seeking rest, sunlight, and beaches. The synergies that we promote within the elements of these destinations will be critical to their success, as cooperation in common tourist actions will ease promotion, planning of tourist flows, implementation of common signaling, coordination of information services, and the establishment of interpreting centers for the entire region. Furthermore, this would eliminate the occurrence of tourist products in different towns and would provide tourists with a solid image of the areas, coupled with a point on a map and unique resources. The tourist potential of small and medium-sized historic cities is much higher than what is currently offered, as there is a huge complementary potential with the tourist resources of the environment, and interior mobility can be improved by creating routes that create new interests for visitors. Visitors like the pedestrianization initiatives, but we can't say the same for the inhabitants, who seldom acquiesce to inconveniences like parking troubles near their houses. This is a common viewpoint in the majority of cities where this method has been applied. Locals want additional
amenities for themselves because it is difficult to obtain parking or handle everyday transportation concerns.
The experience of place -Places are more than just geographical locations with distinct physical qualities. There is something more to 'location1 than meets the eye. People feel better in settings that they perceive to have particular attributes. A variety of environmental factors linked to the objective and material character of the place influence perception. The most information is provided through vision. Senses continually reinforce each other in order to extend and widen sensory awareness, providing for a more complete appreciation of the environment. Perceiving space as 'place' is about more than simply environmental cues. According to Castello (2010), there is also the subjective element as well as the "immaterial and imponderable". In all cases, location is not consistent. It has "a range of nuances and significance as wide as the range of human experiences and intentions." 2005 (Smaldone). According to Creswell (2004), location is a method of seeing, knowing, and comprehending the world that involves a complex and dynamic interplay between people and the environment. Suvantola (2002) defines place as a combination of the relative placement of items in the environment and a meaningful context of human behavior. Suvantola (2002) differentiates between private and public domains of meaning in his discussion of meaning. The former relates to personal subjective meanings that emerge through human connection with location, whereas the latter refers to meanings shared by whole communities.
The experience of historical sites - To have a better understanding of historical cities that to analyze current spaces and development. According to Norberg-Schultz (2018), the modern city does not provide adequate opportunities for living since its streets and squares are no longer places for people, but rather a means of communication. According to Berleant (2013), many people live "in industrialized landscapes, insular factories, strip malls, and office towers, moving with clockwork regularity along highways that are self-propelled conveyor belts to faceless apartment buildings and generic suburbs." Arefi (2019) characterizes non-place and less-place as "monotonous, homogenous, boring, ubiquitous, standardized, inauthentic and invented." According to Gehl (2007), "lifeless cities" are devoid of experiences and hence "dull, no matter how many colors and variations of shape in buildings are introduced." This, according to Gehl, contrasts with "living cities" that are exciting and rich in experiences, as well as places where people may engage with one another. According to Maitland (2017), cities are copying each other in their efforts to rejuvenate neighborhoods. The proclivity for serial duplication may lead to 'less place,' in which standardized places might exist everywhere. Smith (2019) observes that new towns lack atmosphere and tourist potential. They see how city tourists are drawn to historic districts with a central plaza or landmark, as well as to the 'jumble and bustle' of cities. These negative characteristics typically associated with contemporary development provide some indication of the beneficial traits or advantages that old urban places may offer, such as diversity, interest, and authenticity. According to Gospodini (2014)'s research, tourists are more fascinated in the city's new architectural and urban forms than in the properly preserved built history.
METHODOLOGY.
This study uses a qualitative research technique. This will allow for an examination of the specific push and pull factors influencing historical tourism motivations. Williams (2011) described research technique as the comprehensive procedures taken by a researcher prior to initiating a research action. A qualitative research approach is a helpful tool for analyzing particular occurrences because it describes human nature and how individuals make sense of their surroundings and lives (Hammersley, 2016). This type of study examines people's attitudes in everyday situations and is less technical than quantitative techniques, making it ideal for examining tourism and hospitality concerns. This research will be conducted face - to -face interview at historical sites in Uzbekistan using a convenience sample of 35 international tourists. The tourists approached and asked if they would be willing to answer numerous questions regarding their motives for participating in Uzbekistan historical tourism. Many steps are involved in qualitative data analysis, including organizing ideas and concepts, developing overarching themes in the data, ensuring reliability and validity in the data analysis and findings, identifying possible and plausible explanations for the findings, and providing an overview of the final steps (O'Connor and Gibson, 2003). The data analysis approach for this study began with a review of
the obtained data. This will be achieved by listening to the recordings, transcribing interviews from the tape recording to computer files, and then examining and analyzing the translated into English written transcripts [15].
RESULTS.
Base on the face - to - face interview, the result revealed that push motivations are important in those circumstances where pull factors may be anticipated to be prominent (value of historical places, quality of cultural activities supplied). Second, motives were strongly linked with the terms "friends" and "curiosity", "knowledge" and "education" suggesting that the component of historical places was the key attraction element; this downward trajectory was considerably stronger in Samarkand. The Bukhara gave a different hierarchy of promotions, with the term "history" and "religious" dominating (a push factor used by the research). This component is related to the previous, social-related terms. The examination of predecessors and successors revealed certain links between specific aspects of historical tourism and cultural heritage motives. Particularly in terms of historical tourism, the higher the degree of participant participation in historical tourism in Khiva and Tashkent that more likely participants would express culture-related and architect motives (quality of cultural and architectural components given).
DISCUSSION.
With the deep integration of the tourism sector in Uzbekistan, historical sites all across the country are adopting new forms of markets and techniques to increase the attractiveness of their tourism goods and make historical sites more accessible to tourists. As a result, more foreign visitors are including historical sites in their tour arrangements, and tourist groups visiting historical sites are following a modern trend. On the other hand, many historical sites in Uzbekistan adopt a form of affordability in terms of admission price, which attracts many family-driven visitors, and an increasing number of historical sites are becoming check-in historical tourism destinations for local and international tourists. According to the interview results, motivation is a significant element influencing consumer decision, go motivation was rated first, owing to the fact that if there is no tourist motivation, even if the tourist has the time and money, he or she would not go. Because tourists have no idea why they travel, they have no idea where they are going, and they have no idea what to do once they there. Tourists will only commit time and money in tourism activities if they believe it is a reasonable and valued, meaningful, and worthy of consuming activity. The generation of tourist motivation is heavily influenced by a person's cultural quality or degree of education. People have a larger urge to travel when their culture is more established. When travelers' requirements are stimulated, they generate travel motivations, which lead these travelers to take activities to satisfy their tourism demands (Hsu, 2017). Motivations are thus extremely important in traveler behavior. Second, in order to promote competitiveness, historical site management organizations and other tourism system players should pay special attention to the evaluation of tourist features. Tourist Motivations for Visiting Historical Sites, the majority of respondents agreed in terms of travel motivation. In terms of Tourists' Expectations in Visiting Historical Sites, the majority of respondents place a high value on knowledge, education, curiosity, and religiosity. There was a substantial association that suggests that the greater the level of motivations, the higher the anticipation, and the higher degree of experience, the better the knowledge and learning about historical destination. It was discovered that mid-aged group have more motivations for visiting historical locations. It was also shown that people who visit historical locations more than three times have stronger motives for travel, while those who are younger have higher motives for attribute appraisal and extreme enjoyment.
CONCLUSION.
Tourists prefer to categorize their alternative destination choices depending on numerous variables, such as self-motivation (push factor), visitor dominance perception from one place (pull factor), and available time and money. Environment or climate, leisure, adventure, and personal drive might all be considered as push factors. Visitor satisfaction components, on the other hand, might reveal perception as a draw factor. As a result, historical tourism area managers, particularly managers at the historical sites, must strike a compromise between conserving the sustainability of historical
sites and visitor experiences. The existence of tourist attraction signage is crucial for highlighting historical site elements, showing the historical, cultural values, enabling barrier-free tourism, and boosting tourist attraction growth. It also possesses intangible cultural heritages that may be passed down, and many old practices are still practiced in historic villages and towns. However, the role of cooperative governance among the primary organizations of interest in the maintenance and development of old communities is frequently overlooked. As a result, in the context of cooperative governance, the conservation and development of historical and cultural sites is being investigated, with the intention of serving as a model for the future development of well-known historical and cultural sites. Famous ancient sites are a significant actual vessel of Uzbekistan's tourism sector. It contains numerous unique materials and cultural heritages, and its architectural style, characteristics, and arrangement clearly express the clan idea and cultural outlook of traditional cluster sites in Uzbekistan. Rather of revisiting a previously visited tourist attraction, most individuals prefer to travel to a new destination in order to immerse themselves in the next unique history, cuisine, or architecture. Tourist curiosity has always been stimulated by the unknown. Tourists that combine experience, learning and emotional resonance into their holiday will significantly enhance their knowledge and observe the world from a fresh perspective. Historical sites have emerged as an emerging destination for foreign travelers as tourism has grown and the need for historical tourism has increased.
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