ABSTRACT
Tourists’ decision to travel to a destination is arguably influenced by push and pull factors. Thus, this paper aims to analyse the dominant push and pull factors of tourists’ visits in Curug Malela, Bandung Barat, Indonesia. Descriptive quantitative methodology was carried out with questionnaires as the research instrument. Based on factor analysis, five push and five pull factors were identified. According to the Component Transformation Matrix, the dominant push factor was adventure and exploration while recreation and facilities is the most dominant pull factor. By identifying these factors, tourists’ needs and wants can be identified precisely to drive the focus of development and management of a destination.
