PUSH/PULL MODEL AS A TOOL FOR MARKETING RESEARCH OF THE DOMESTIC TOURISM MARKET
Abstract
The article summarises and systemises the capabilities of the push/pull model and the use of this model for marketing research of the domestic tourism market in Ukraine. The main stages of formation of models of tourist motivation, allocation of push and pull factors in the tourism sector are considered. The achievements of foreign researchers in terms of tourist motivation are analysed, as well as the models used to analyse the factors and indicators of motivation, destination or country and type of tourism. The main advantages and disadvantages of using the push/pull model for marketing analysis of the domestic tourism market are allocated and formed. By analysing the effectiveness of push and pull strategies in the domestic tourism market, marketers can optimise their marketing mix to achieve better results. It is noted that the peculiarities of using this model are based on the perceptions of domestic consumers of tourism services on tourist destinations of the average country. Since the vision of international tourists is usually based on the "outside" view, the vision of domestic tourists usually comes from the "inside" of the destination. Sometimes these are fundamentally different visions, and therefore the motivation will be different. Therefore, when using this tool, it is necessary to take into account the peculiarities of destination sub-brands that exist in the context of the overall brand. It has been determined that taking into account the motivation of tourists and all the factors that influence their choice of destination can give a significant boost to the development of the tourism business. By collecting and analysing information about what attracts tourists to a particular destination, you can adapt services and develop marketing campaigns that better meet the needs and interests of each tourist. In addition, by tracking the tourist's journey and receiving feedback, you can improve the overall image of the destination and attract more tourists. Identifying the motivation for tourism is the first step in building customer loyalty. It should be borne in mind that each tourist is unique, so you need to approach them individually and offer personalised services that better meet their needs and desires.
References
Dann, G. M. S. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187–219. https://doi.org/10.1016/0160-7383(81)90082-7
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. https://doi.org/10.1016/0160-7383(79)90004-5
Iso-Ahola, S. E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256–262. https://doi.org/10.1016/0160-7383(82)90049-4
Pearce, P. L., & Lee, U.-I. (2005). Developing the Travel Career Approach to Tourist Motivation. Journal of Travel Research, 43(3), 226–237. https://doi.org/10.1177/0047287504272020
Šimková, E., & Holzner, J. (2014). Motivation of Tourism Participants. Procedia – Social and Behavioral Sciences, 159, 660–664. https://doi.org/10.1016/j.sbspro.2014.12.455
Farmaki, A. (2012). An exploration of tourist motivation in rural settings: The case of Troodos, Cyprus. Tourism Management Perspectives, 2-3, 72–78. https://doi.org/10.1016/j.tmp.2012.03.007
Kulcsár, N. (2015). Consumer value dimensions of rural tourism in Hungary. Hungarian Geographical Bulletin, 64(2), 127–141. https://doi.org/10.15201/hungeobull.64.2.4
Mishra, S., Malhotra, G., Johann, M., & Tiwari, S. R. (2021). Motivations for participation in active sports tourism: a cross-national study. International Journal of Event and Festival Management, 13(1), 70–91. https://doi.org/10.1108/ijefm-06-2021-0045
Jin, X., Xiang, Y., Weber, K., & Liu, Y. (2019). Motivation and involvement in adventure tourism activities: a Chinese tourists' perspective. Asia Pacific Journal of Tourism Research, 24(11), 1066–1078. https://doi.org/10.1080/10941665.2019.1666152
Negrusa, Adina. (2012). Analysis of Cultural Tourism Motivation: The Case of Turkish Students. Scandinavian International Business Review, 11, 283.
Ceballos-Santamaría, G., Mondéjar-Jiménez, J., Sánchez-Cubo, F., & García-Pozo, A. (2021). Motivations in heritage destinations of the cultural tourist: the case of Malaga (Spain). National Accounting Review, 3(1), 86–94. https://doi.org/10.3934/nar.2021004
Sukma Winarya Prabawa, I. W., & Ratih Pertiwi, P. (2020). The Digital Nomad Tourist Motivation in Bali: Exploratory Research Based on Push and Pull Theory. Athens journal of tourism, 7(3), 161–174. https://doi.org/10.30958/ajt.7-3-3
Riley, R. W., & Van Doren, C. S. (1992). Movies as tourism promotion. Tourism Management, 13(3), 267–274. https://doi.org/10.1016/0261-5177(92)90098-r
Report on the results of the survey "Conducting a study of domestic and outbound tourism of Ukrainians". (2021, December). https://www.tourism.gov.ua/statistic
Aldoshyna, M., & Stryzhak, O. (2020). Relationship marketing in tourism. Market Infrastructure, (43). https://doi.org/10.32843/infrastruct43-20
Sushchenko, O., & Kasenkova, K. (2019). Territory branding as a tool of a tourist-recreational complex. Economic innovations, 21(2(71)), 139–149. https://doi.org/10.31520/ei.2019.21.2(71).139-149
Dann, G. M. S. (1981). Tourist motivation an appraisal. Annals of Tourism Research, 8(2), 187–219. https://doi.org/10.1016/0160-7383(81)90082-7
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. https://doi.org/10.1016/0160-7383(79)90004-5
Iso-Ahola, S. E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256–262. https://doi.org/10.1016/0160-7383(82)90049-4
Pearce, P. L., & Lee, U.-I. (2005). Developing the Travel Career Approach to Tourist Motivation. Journal of Travel Research, 43(3), 226–237. https://doi.org/10.1177/0047287504272020
Šimková, E., & Holzner, J. (2014). Motivation of Tourism Participants. Procedia – Social and Behavioral Sciences, 159, 660–664. https://doi.org/10.1016/j.sbspro.2014.12.455
Farmaki, A. (2012). An exploration of tourist motivation in rural settings: The case of Troodos, Cyprus. Tourism Management Perspectives, 2-3, 72–78. https://doi.org/10.1016/j.tmp.2012.03.007
Kulcsár, N. (2015). Consumer value dimensions of rural tourism in Hungary. Hungarian Geographical Bulletin, 64(2), 127–141. https://doi.org/10.15201/hungeobull.64.2.4
Mishra, S., Malhotra, G., Johann, M., & Tiwari, S. R. (2021). Motivations for participation in active sports tourism: a cross-national study. International Journal of Event and Festival Management, 13(1), 70–91. https://doi.org/10.1108/ijefm-06-2021-0045
Jin, X., Xiang, Y., Weber, K., & Liu, Y. (2019). Motivation and involvement in adventure tourism activities: a Chinese tourists' perspective. Asia Pacific Journal of Tourism Research, 24(11), 1066–1078. https://doi.org/10.1080/10941665.2019.1666152
Negrusa, Adina. (2012). Analysis of Cultural Tourism Motivation: The Case of Turkish Students. Scandinavian International Business Review, 11, 283.
Ceballos-Santamaría, G., Mondéjar-Jiménez, J., Sánchez-Cubo, F., & García-Pozo, A. (2021). Motivations in heritage destinations of the cultural tourist: the case of Malaga (Spain). National Accounting Review, 3(1), 86–94. https://doi.org/10.3934/nar.2021004
Sukma Winarya Prabawa, I. W., & Ratih Pertiwi, P. (2020). The Digital Nomad Tourist Motivation in Bali: Exploratory Research Based on Push and Pull Theory. Athens journal of tourism, 7(3), 161–174. https://doi.org/10.30958/ajt.7-3-3
Riley, R. W., & Van Doren, C. S. (1992). Movies as tourism promotion. Tourism Management, 13(3), 267–274. https://doi.org/10.1016/0261-5177(92)90098-r
Report on the results of the survey "Conducting a study of domestic and outbound tourism of Ukrainians". (2021, December). https://www.tourism.gov.ua/statistic
Aldoshyna, M., & Stryzhak, O. (2020). Relationship marketing in tourism. Market Infrastructure, (43). https://doi.org/10.32843/infrastruct43-20
Sushchenko, O., & Kasenkova, K. (2019). Territory branding as a tool of a tourist-recreational complex. Economic innovations, 21(2(71)), 139–149. https://doi.org/10.31520/ei.2019.21.2(71).139-149
