Abstract
To market effectively a particular destination, it is necessary to understand both push and pull motivations and the relationship between these two motivations for overseas travel. The relationships between these two motivations for overseas pleasure travel has been studied for an Australian sample of 1030 respondents by utilizing canonical correlation analysis. Canonical analysis generated four meaningful canonical variates. Respondents, then, were assigned to canonical variates in order to form market segments. The paper concludes with appropriate marketing implications as suggested by the study findings.
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