Abstract
This paper focuses on motivational and emotional aspects of destination choice behavior. In a marketing context, a conceptual model using push, pull, and hedonic factors is developed for research on evaluations of destination attributes. In this context tourists are pushed by their emotional needs and pulled by the emotional benefits. Consequently, emotional and experiential needs are relevant in pleasure-seeking and choice behavior. From an information processing point of view, it is suggested that mental imagery is an anticipating and motivating force that mediates emotional experiences, evaluations, and behavioral intentions. The conceptual model is relevant for managers who want to know the affective and motivational reaction of customers to promotional stimuli.
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