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4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era

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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
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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

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.

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4th_international_thematic_monograph_2019_pp._155-168.pdf
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