Push and Pull Factors of Digital Nomad Tourists Visiting Canggu, Badung Bali
DOI:
https://doi.org/10.55927/wakatobi.v4i2.83Keywords:
Push and Pull Factors, Digital Nomad Tourist, Canggu DestinationAbstract
The global rise of the digital nomad lifestyle has influenced travel trends, with Canggu, Badung, Bali emerging as a favored destination due to its natural charm, infrastructure, and cultural appeal. This study examines the push and pull factors influencing digital nomads' choice to visit Canggu. Using a quantitative descriptive approach, data were gathered from 130 international digital nomads via purposive sampling, field observations, and online surveys. Exploratory Factor Analysis (EFA) identified three main push factors: (1) escape from routine and pursuit of new experiences, (2) emotional and social exploration, and (3) personal development. Pull factors also formed three dimensions: (1) attractiveness and affordability, (2) connectivity and comfort, and (3) accessibility and ease of communication. The strongest push factor was the need to escape routine, while economic attractiveness was the dominant pull factor. Recommendations include creating “escape routine” travel packages, nomad-friendly certifications, and events that integrate local culture.
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