Push And Pull Theory

In the Push and Pull theory, the push factors are described as those factors that are inherent in consumers. These factors are developed from a person’s personality and acquired learning from society and culture. It depends on the innate behaviour that is pre-existing such as a person’s mood, and attitude while learned behaviour consists of influence from family and friends. These factors can “Push” a person to make their decisions based on what is most ideal for them. Pull factors are those features that are part of the destination of venue. These may be physical features, atmosphere, events and recreational facilities and services available. Generally, pull factors are considered stronger than push factors as Pull factors have the power to

This is because this is one of the most important theories used to analyse consumer behaviour as well the study most related to the tourism and events industry. These attributes play a very important role which results in their decision to select a travel destination or a venue for a wedding. They look at how their needs will be fulfilled and use these motivations. Understanding this motivation is important for knowing how the decision making process works and will enable to find out which strategies are most effective in ensuring that the venue is selected by the consumers.
Over the course of thirty five years there has been a number of researches done on Crompton’s Push and Pull Theory. In his initial framework in 1979, Crompton identified seven push motives towards a destination. They are escape, self-exploration, relaxation, prestige, regression, kinship-enhancement, and social interaction. The pull motives were identified as novelty and education. Due to these efforts made by Crompton, later studies have enabled to identify other variables that motivate consumers in the hospitality and event industries (Jang & Cai, 2002; Yuan & McDonald,

This is primarily due to the fact that the original model was developed to identify factors that motivate tourists to choose a destination. On the other hand tourist destinations have now become popular due to events and as such this theory can be applied to the event industry as well. Additionally weddings, being a universal event can be categorized as an event and thus some of the factors can be applied to this research as well. Another point to be noted is that some weddings are now destination wedding which further give support that consumer motivation can be identified using Crompton’s push and pull theory.
Even today, the notion among many people is that the event industry and research and study into it is useless. For many it is something that can be learnt through experience and does not need learning. While this is true to some extent, research and studies is important as the event market is ever-changing. It is a creative field which requires critical thinking and evaluation and at the same time it is also important to understand consumer needs to cater for them