AbstractThis study applies the conceptual framework of push and pull motivations to investigate travel motivations of Japanese senior travellers to Thailand. Using factor analysis, three push and four pull factor dimensions are identified. The three push factors are labelled ‘novelty and knowledge‐seeking’, ‘rest and relaxation’ and ‘ego‐enhancement’, while the four pull factors are ‘cultural and historical attractions’, ‘travel arrangements and facilities’, ‘shopping and leisure activities’ and ‘safety and cleanliness’. Among them, ‘novelty and knowledge‐seeking’ and ‘cultural and historical attractions’ are regarded as the most important push and pull factors respectively. The results of multiple regression analysis indicate that psychological well‐being (i.e. positive affect) and education are the two factors influencing travel motivations of Japanese senior travellers to Thailand. Copyright © 2007 John Wiley & Sons, Ltd.