Market segments of push and pull motivations: a canonical correlation approach

Abstract

Evaluates a technique which allows the simultaneous examination of push and pull motivations. The relationship between these two motivations for overseas pleasure travel has been studied for a German sample of 1,212 respondents. Argues that the information generated from this analysis could provide significant insight and marketing advantage when segmenting travellers, designing promotional programmes and packages, and in making decisions about destination product development.

Citation

Baloglu, S. and Uysal, M. (1996), "Market segments of push and pull motivations: a canonical correlation approach", International Journal of Contemporary Hospitality Management, Vol. 8 No. 3, pp. 32-38. https://doi.org/10.1108/09596119610115989