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Journal of Vacation Marketing, Vol. 12, No. 4, 345-357 (2006)
DOI: 10.1177/1356766706067606
© 2006 SAGE Publications

Travel decisions of students at a US university: Segmenting the international market

Kakyom Kim

Department of Community, Agriculture and Recreation and Resource Studies, 139 Natural Resources Building, Michigan State University, East Lansing, Mi 48824, USA, Recreation Marine Research Center, kimkakyo{at}msu.edu

Giri Jogaratnam

Eastern Michigan University

Jeonghee Noh

Department of Community, Agriculture and Recreation and Resource Studies, Michigan State University

Travel motivation is an important concept in understanding why and how individuals make travel decisions to preferred destinations. A total of 469 responses obtained from students at a US university were analyzed to determine push and pull motivation factors toward the top 10 overseas destinations and to assess if there were significant differences in the factors across the destinations. Analysis identified seven push and six pull factors and found substantial differences in the factors across the destinations. Marketing plans and implications are suggested for promoting travel products targeting the student market.

Key Words: Push/pull motivation • student market • international destinations • travel decision


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