Tourist motivation is a critical aspect of tourism research, providing valuable insights into why people travel and what influences their destination choices. This article aims to provide a systematic review of the leading models used to understand tourist motivation, examining both psychological and external factors that drive tourist behaviours. Key frameworks such as Maslow’s Hierarchy of Needs, Push-Pull Theory, and Iso-Ahola’s Motivation-Relaxation Model are explored to highlight the various intrinsic and extrinsic forces that motivate tourists. Additionally, models like Plog’s Psychographic Typology and the Travel Career Ladder offer valuable perspectives on how travel motivations evolve with experience and personality traits. By synthesizing these diverse models, the review not only provides a broad understanding of tourist motivation but also underscores the complexity and multidimensional nature of travel behaviour. Understanding these models is essential for tourism practitioners, as it enables more targeted marketing strategies, improved destination management, and enhanced visitor satisfaction. This article aims to contribute to a deeper understanding of the motivations that shape tourism trends and to offer a framework for future research in the field.

With a favorable location and diverse natural and cultural resources, Phu Quoc city of Kien Giang province has immense potential for tourism development. Phu Quoc is one of the localities with the biggest number of tourist arrivals and the highest revenue from tourism in the Mekong Delta. However, due to the impact of the Covid-19 pandemic, Phu Quoc tourism faces many difficulties in implementing the pre-set plans. Using a systematic review of the literature to synthesize the information dealing with tourism resources, impacts of Covid-19 pandemic on tourism performance and recovery plans of local authorities, the article analyzes the potential and current status of tourism development of Phu Quoc. Interviews with researchers and travel agencies’ representatives also add some ideas to the proposals for the orientation of tourism development in the new context. Integration to regional and international market, promotion of regional interlinkage and travel demands and new trends of tourism are crucial factors recommended for the development of tourism on Phu Quoc island. Key words: Marine and island tourism, Phu Quoc tourism, Post-Covid-19 tourism