UNDERSTANDING THE RELATIONSHIP BETWEEN PUSH AND PULL TRAVEL MOTIVATIONS AND DESTINATION BRAND IMAGE
UNDERSTANDING THE RELATIONSHIP BETWEEN PUSH AND PULL TRAVEL MOTIVATIONS AND DESTINATION BRAND IMAGE

Author(s): Damla Bal, Eva Erdelyi
Subject(s): Business Economy / Management, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Brand Image Model; Destination Image; Travel Motivations.
Summary/Abstract: Branding is the soul of marketing. The destination brand image increases the acknowledgement and feelings of the individual toward the destination and provided tourism services. The specialized and positive brand image of the destination absolutely motivate the individual to awaken the travel desires and to start searching for the internal and external information sources. Owing to the developments in communication and technology in the contemporary era, the individual reaches the information so readily that has let many marketers to realize and focus on the importance of the brand image as it is the picture of the destination in the individual’s mind based on what they hear and see from the information sources including social media platforms. Additionally, the picture of the destination in the individual’s mind is formed after the visiting experience as well. If that picture of the destination matches with the individual’s motivations, the destination has a great power in the evaluation stage of the decision process of the individual. At this point, understanding the travel motivations of the individual has a substantial role in building a destination brand image. In this study, the authors aim to develop a brand image model that will trigger the individual to take travel decision and maximize the value match between the projected image and the perceived image of the destination through linking the cognitive, affective, unique image components with the push and pull travel motivations. Recommendations will be offered how a destination brand image should be built regarding the destination brand image model of the study. With that model, it is expected to guide the destination marketing organisations and the marketing managers in terms of building brand a destination brand image.

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