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The study aims to introduce a comprehensive segmentation instrument that incorporates the push–pull winescape attributes, providing a new perspective of the wine tourist profile and explaining their behavioural intentions in the Australian winescape.

A literature review, focus groups and expert panels generated an extensive list of push–pull winescape attributes. Pen-and-paper surveys conveniently sampled 739 wine tourists at three wineries across three wine regions in Australia. Adopting push–pull winescape attributes as the segmentation base, cluster analysis identified four segments, namely, inspireds, self-drivens, market-drivens and inerts, and their behavioural intentions were examined.

Inspireds demonstrate both self- and market-motivation. Self-drivens exhibit self-motivation but limited market-motivation, whereas Market-drivens characterise market-motivation but limited self-motivation. Inerts are limited in both market- and self-motivations. At the Swan Valley, all four segments were identified, with Inspireds being the most willing to revisit and recommend to others and Inerts, the least willing. At the Barossa Valley, only two segments emerged. Again, Inspireds and Inerts were the most and least willing to revisit and recommend to others respectively. Finally, at the Yarra Valley, three segments were identified. Market-drivens were most willing to revisit and recommend to others, followed by self-drivens and lastly, by inerts.

A comprehensive push–pull winescape segmentation base of wine tourists is introduced, which provides a more sophisticated profile of wine tourist segments than otherwise would be attained with conventional measures.

New insights into who the wine tourist is and what it is they seek from the winescape are vital to smaller wine producers whose best access to the domestic retail and export markets is through direct selling at the cellar door.

The empirically tested 18-item push–pull winescape instrument presents a comprehensive segmentation approach, which profiles wine tourists and predicts their behavioural intentions based on an extensive investigation of push–pull winescape attributes.

This study focuses on the Portuguese tourist decision process in terms of traveling to exotic places. Based on the push‐pull motive model defined by Crompton in 1979, this paper seeks to propose an integrated approach to understand tourist motivations and how these contribute to the perception of a destination.

A structural model and a categorical principal component analysis are used to assess to what degree motivational factors may influence perceptions about a destination. The empirical study is supported through data from a sample of 1,097 individuals who travelled by plane to exotic places, during 2004.

The findings show that push and pull motivations influence the way tourists perceive the destination but the resulting image does not determined the intrinsic motivations.

The study has the restriction of being limited to the Portuguese case. However, these findings open paths for further investigation, namely extending to other destinations and to tourists with different incentives and nationality.

This study contributes to the overall understanding of why tourists adopt specific behaviors. In specific, motivations and perceptions were combined in order to understand why people could be pushed to travel to exotic destinations and how they form their perceptions.

Considering the importance of the content created by the host for Airbnb consumers while making purchasing decisions, this study aims to analyze how the Airbnb hosts promote their properties by revealing the predominant attributes considered by hosts when advertising them.

The unstructured textual content of online Airbnb accommodations advertisements (property descriptions) is analyzed through a longitudinal text mining approach. This study defines a pipeline based on a topic modeling approach that allows not only to identity the most prevalent text attributes but also its distribution through time.

This research identifies and characterizes the attributes most advertised over time, on about 30,000 accommodations posted monthly over two years, between 2018 and 2020. Five main topics were identified in the data reflecting only pull motivations. Noteworthy is the slight changes in properties’ descriptions topics along the two years, suggesting that “service” is increasingly being perceived by hosts as an important attribute of Airbnb guest experience.

Through a text analysis, this study provides an insight into peer-to-peer accommodation on the key attributes that hosts consider in the description of their properties to leverage the attractiveness of Airbnb. In the light of existing research, which has predominantly focused on the trustworthiness and attractiveness of the Airbnb advertisement, this research differentiates by analyzing the main attributes in text over time. Given the Airbnb’s changes since its inception, a longitudinal view is relevant to clarify how hosts advertise their properties and how it evolves in the light of these changes.

The purpose of this paper is to assess the brand image of Cape Town as a tourist destination using a progressive method of unstructured and structured techniques such as word association and free association.

A mixed method study was designed incorporating two phases. Phase one involved in‐depth interviews with a convenience sample of 85 international visitors to Cape Town. Phase two consisted of a survey, which resulted in 585 useable questionnaires that incorporated both open and closed‐ended questions.

The results indicate the strengths and weaknesses of each technique used. For example, word association is effective at eliciting positive images and holistic impressions but weak at identifying affective images. The free‐choice technique offers a more balanced perception of positive, negative, cognitive and affective images of a brand.

It is possible through the use of unstructured and structured techniques together to identify commonality in image perceptions but also differences in such perceptions on the basis of visitors' demographic and travelling characteristics.

The findings highlight the strengths and weaknesses of techniques such as word association and free association. The results indicate that some image attributes may not always adequately differentiate the brand from its competitors.

The paper contributes to understand the relationship between three components of brand knowledge namely, image, differentiating attributes and choice factors in the context of an African city brand.

This paper addresses the motivations of tourists who visit the region of La Rioja, Spain, which is well known for its internationally recognized, high-quality wines, yet remains understudied as a wine tourism destination. The paper aims to ascertain whether tourists are attracted to La Rioja because of its famous wines and wine-related activities or if other motivations exist.

The data were derived from 217 questionnaires regarding tourists’ motivations. A tourist survey was applied in La Rioja’s capital city, Logroño, and segmentation analysis was undertaken. The data were first grouped into five factors regarding motivations for one’s visit. These factors were then used to create two clusters: “wine tourists” and “other tourists”.

The results enabled us to detect different segments of tourists. The existence of two clusters suggests that tourists are motivated to visit the region for various reasons that are not necessarily wine-related. Thus, the region should be marketed to tourists beyond the theme of wine, as there is a demand for diverse experiences.

Using the push and pull theory, this study contributes to the literature on the profile of visitors to wine tourism destinations by identifying differences in terms of motivations and other personal characteristics between “wine tourists” and the “other tourists”. It also adds to the few existing studies on wine tourism segmentation in Spain through its focus on La Rioja, which is one of the most famous Spanish wine tourism destinations.

Brain-drain insurgency has become pervasive amongst professionals and the last option for everyone in the country to realise a sustainable quality of work-life (QWL). All youths now in the country have perceived migrating to the international workspace as a noble idea. This study investigates the incidence of brain-drain and QWL amongst academics in Nigerian universities.

To sparkle a clearer understanding concerning factors preventing the QWL amongst Nigeria's lecturers, this study utilised a cross-sectional research design to survey the participants across all departments in federal institutions through an explanatory research approach. This study applied an array of adapted scales to evaluate members of academic staff track of what provoked the incidence of brain-drain amongst Nigerian lecturers and possible influence on their QWL. The study surveyed 431 members of academic staff in Nigerian universities to collect useful data and employed a structural equation model (SEM) to analyse the obtained data.

The outcome of this study highlights that there is a horrible condition of service amongst Nigerian lecturers, a poor compensation system, poor academic research funding and lack of autonomy are bane to the QWL experienced in Nigerian tertiary institutions today. This study indicates that poor staff development and inadequate university funding are part of the justification that provoked brain-drain insurgence, and allowed the government to lose their skilled and competent egg-heads in the university to other foreign nations of the world.

This study demonstrated that brain-drain has become part of Nigeria's national life given that all professionals are seeking better life where their skills, competence and energy would be valued. Brain-drain was not common until these days amongst academics and fewer studies were noted but this study showed a novel paradigm regarding the QWL and brain-drain trajectory.

This paper aims to study the decision‐making processes of Portuguese tourists traveling to South America and Africa destinations by developing a conceptual framework that focuses on information sources, motivations, perceptions, satisfactions, and behavioral intentions.

The study applies a structural model that looks to explain the factors behind decision making and the relationships present. The relationships are observed in detail through the application of a categorical principal component analysis.

The results of the empirical study show that behavioral intentions precede emotional and cognitive satisfaction, which in turn, are explained through perceptions and motivations. Tourists perceive tourism destinations as places of leisure although little information is available on existing facilities and core attractions.

The study has the restriction of being limited to the Portuguese tourists. However, these findings open paths for further investigation, namely extending to other destinations and to tourists with different motivations.

This study contributes to the overall understanding of the decision‐making processes of tourists. Specifically, the decision processes is assess by considering two stages: the pre‐purchase stage and the post‐purchase stage. These two phases were analyzed in order to understand how people decide to travel to a certain destination.

The purpose of this paper is to investigate the differences and relationships of push and pull motivations in two different rural tourism destinations.

Data were collected from tourists visiting rural tourism companies in Finland and in Tyrol (Austria). The data were analyzed using analysis of variance and correlation coefficients.

The results indicate significant differences of push and pull motivations in the two regions. In addition, tourists motivated by different variables obviously search for different destination attributes. For example, tourists motivated by the search of a once‐in‐a‐lifetime experience expect different destination attributes than those respondents searching for a sense of comfort or an opportunity to relax.

The low sample size in both Tyrol and Finland reduces the generalizability of the results.

The findings can be used by rural tourism companies and practitioners to understand how push and pull motivations affect tourist behaviour. Based on this information, marketing initiatives can be customized for various target segments in this particular market.

This is the first paper to examine the inter‐relationship between push and pull motivations in rural tourism and one of the most detailed studies on rural tourist motivations. Additionally, the comparison of the two countries underlines the assumption, that cultural or macro‐economic variables strongly influence push and pull motivations of consumers.

Peer-to-peer (P2P) accommodation has become increasingly popular in recent years, and hotels are facing unprecedented impacts. Attracting new consumers and retaining existing ones are critical to the success of P2P accommodation and hotels. The purpose of this paper is to examine three categories of antecedents for hotels consumers’ switching intention: push (i.e. satiation), pull (i.e. perceived value) and mooring (i.e. optimal stimulation level) factors using push–pull–mooring (PPM) model.

Airbnb was chosen as the research context. An online survey was conducted to examine the proposed research model and hypotheses. A total of 292 valid data were collected from Airbnb users through a survey.

The findings show that the three categories of factors have positive and significant effects on switching intention. Additionally, the mooring factor has a significant moderating effect on the relationship between pull factors and switching intention. Furthermore, the mooring factor affects both pull and push factors.

First, this is one of the early studies to pay attention to switching intention from hotels to P2P accommodation. Second, to provide a comprehensive understanding of consumers’ switching intention, the authors use PPM model to establish the research framework. This research improves the understanding of consumer’s switching intention by identifying the push and pull factors based on the differences between hotels and P2P accommodation in accordance with optimal stimulation level theory and consumer value theory.