DESTINATION AS A BRAND: THE IMPACT OF PUSH AND PULL FACTORS OF TRAVEL MOTIVATION ON CUSTOMER-BASED DESTINATION EQUITY.

This study investigated the effect of push and pull factors of travel motivation, which is one of the main reasons behind someone's travels, on customer-based destination equity. For this purpose, 468 data were gathered from foreign tourists in Alanya, Turkey. Explanatory factor analysis was used due to the addition of new variables in the scale of push and pull factors of travel motivation. Velicer's minimum average partial (MAP) test and Horn's parallel analysis were used to determine the factor numbers in the explanatory factor analysis. In the customer-based destination equity scale, confirmatory factor analysis was used because this scale was taken as it is. Relationships between dependent and independent variables were examined by correlation and regression analyses. The study results demonstrate that push and pull factors of travel motivation affect destination awareness, destination association, perceived destination quality, economic value of destination, and destination loyalty. [ABSTRACT FROM AUTHOR]