Multi-Destination Segmentation Based on Push and Pull Motives

A total of 1,488 responses obtained from an internet-based survey were analyzed to determine push and pull motivation of university students toward multi-destinations and to assess if there were statistically significant differences across the top 10 domestic destinations. Based on the analysis, six push and pull forces were appropriately delineated and substantial differences were found across the destinations. The results of this study can help more effectively predict how student travelers are pushed and pulled, and how these forces differ across U. S. domestic destinations. Marketing implications are discussed by destination.