Abstract
Many authors in service management have pointed out that "loyalty" is critical factor of customer retention, and revealed component of service loyalty. By contrast, many authors in tourism have researched motivation to destinations. Motivation is one of the most basic and important factors of creating tourism demands for a specific destination. However, there are few tourism research studies to link visitors' motivation and their loyalty, since those topics appear to have been covered in separate research framework by different researchers. This paper aims to integrate motivation into service management study's model and verify whether there can be any significant relationship between customer's push motivation and loyalty. We found that visitor's motivation was one of the factors of loyalty.
