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UNDERSTANDING THE RELATIONSHIP BETWEEN PUSH AND PULL TRAVEL MOTIVATIONS AND DESTINATION BRAND IMAGE Damla Bal Éva Erdélyi Budapest Business School - University of Applied Sciences, H - 1054 Budapest, Alkotmány utca 9-11 DOI: https://doi.org/10.31410/tmt.2019.155 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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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. Keywords: Brand Image Model, Destination Image, Travel Motivations. REFERENCES Beerli-Palacio, A., & Martín-Santana, J. (2017). How Does Confirmation of Motivations Influence on the Pre- and Post-visit Change of Image of a Destination? European Journal of Management and Business Economics; 26(2), 238-251. Cassidy, F. (2005). What Motivates Sports Event Tourists? A Synthesis of Three Disciplines. Retrieved from https://eprints.usq.edu.au/845/1/Cassidy_Sept_5_2005_version.pdf Di Marino, E. (2005). The Strategic Dimension of Destination Image. An Analysis of the French Riviera Image from the Italian Tourists’ Perceptions. Retrieved from https://www.esade.edu/cedit/ pdfs/papers/pdf10.pdf Echtner, M. Charlotte, & Ritchie, J.R. (2003). The Meaning and Measurement of Destination Image. The Journal of Tourism Studies; 14(1), 37-48. Fakeye, P., & Crompton, J. (1991). Image Differences Between Prospective, First-Time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research; 30(2), 10-16. Gartner, W. (1994). Image Formation Process. Journal of Travel & Tourism Marketing; 2(2-3), 191-216. Jenkins, O. (1999). Understanding and Measuring Tourist Destination Images. International Journal of Tourism Research; 1, 1-15. Kim, H., & Chen, J. (2015). Destination image formation process: A holistic model. Journal of Vacation Marketing; 1-13. Komppula, R., & Laukkanen, T. (2016). Comparing Perceived Images with Projected Images- A case study on Finnish ski destinations. European Journal of Tourism Research; 12, 41-54. Pike, S., & Ryan, C. (2004). Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions. Journal of Travel Research, 42(4), 1-36. Twenty Canal Boats to Be Built for Rental from Kisköre and Tokaj in 2020. (2019, January 11). Retrieved from https://www.boat-renting-nicols.co.uk/latest-news/nicols-wins-major-contract-inhungary Um, Scoho, & Crompton, John. (1990). Attitude Determinants in Tourism Destination Choice. Annals of Tourism Research; 17, 432-448. Yousaf, A., Amin, I., & Santos, J. (2018). Tourist’s Motivations to Travel: A Theoretical Perspective on the Existing Literature. Tourism and Hospitality Management; 24(1), 1-15. 
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