Damla Bal – Budapest Business School – University of Applied Sciences, H- 1054 Budapest, Alkotmány utca 9-11,
Éva Erdélyi – Budapest Business School – University of Applied Sciences, H- 1054 Budapest, Alkotmány utca 9-11,
5th International Scientific-Business Conference – LIMEN 2019 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Graz, Austria, December 12, 2019, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-26-4, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.2019
The aim of this study is to understand the push and pull travel motivations of domestic tourists
in Hungary and examine its importance in building a positive destination brand of Lake Tisza region
that will affect the decision process of the individuals. An interview was done with Tisza office to have
a closer look to the development project of Lake Tisza; the existing brand image of the region was examined
through destination observation and several on-site interviews. The data, collected through an
online questionnaire and analysed using different statistical methods, shows that the push motivation
which is relaxing away from the ordinary life is the most important for the domestic tourists in Hungary;
nevertheless, the pull motivations are the basis which triggers the push motivations. It is suggested to
brand the destination attributes of Lake Tisza region as a way of relaxing away from the ordinary life.
Push and Pull Motivations, Rural Tourism, Branding.
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