A Thematic Analysis of Push and Pull Factors Influencing the Destination Image of Mumbai

Tourism destinations are shaped by a combination of motivational forces that attract tourists, influence their perceptions and impact their visit decisions. This study examines the impact of push and pull factors on the destination image of Mumbai, one of most dynamic urban tourism hubs of India. Thirty domestic tourists who had recently visited Mumbai in past year were interviewed. A Thematic analysis was employed manually to identify the themes and subthemes emerging from the participants’ responses. The findings reveal that key push factors include business opportunities, spirituality and meeting friends or relatives whereas the prominent pull factors comprised of Bollywood associated glamour, shopping, culinary diversity and an astonishing nightlife. However, Mumbai’s’ unique culture and history were identified to be a blend of push and pull factors motivating the tourists to visit the city. The study discovered major challenges faced by tourists such as traffic congestion, pollution, lack of hygiene and infrastructure constraints that negatively affect the city’s destination image. The managerial implications focus on improving infrastructure, mobility enhancement, tourist specific mobile apps, urban hygiene, garbage management, aesthetic management and a creation of culture specific and spiritual experiences specially curated for domestic tourists to strengthen Mumbai’s position as a leading urban destination for all social classes and demographics.