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	Travel Community Netnography	Push-Pull Motivation Analysis
Ämnesområde	Tourism	Tourism Recreation
Familj	Process / pipeline	Process / pipeline
Ursprungsår	2002	1979
Upphovsperson	Robert V. Kozinets	Graham M. S. Dann; John L. Crompton
Typ	Adapted ethnographic pipeline for studying online communities	Two-force framework of tourist motivation
Ursprungskälla	Kozinets, R. V. (2002). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39(1), 61-72.	Crompton, J. L. (1979). Motivations for Pleasure Vacation. Annals of Tourism Research, 6(4), 408-424.
Alias	Online Travel Community Ethnography, Tourism Netnography, Travel Forum Netnographic Analysis, Digital Travel Community Ethnography	Push and Pull Factors Analysis, Push-Pull Travel Motivation, Dann-Crompton Motivation Framework
Närliggande	4	3
Sammanfattning	Travel community netnography applies netnography, ethnography adapted to the study of online communities, to the forums, social-media groups, blogs and review communities where travellers gather to share experiences, advice and meaning. Developed by Robert Kozinets (2002, 2010), netnography offers a rigorous, ethically grounded set of procedures for entering an online community, immersing in its communications, and interpreting the symbolism, meanings and consumption practices of its members. In tourism it is used to understand how travellers construct destinations, make decisions, perform identity and form attachments through naturally occurring online interaction, observed unobtrusively rather than provoked by an interviewer. Kozinets positioned netnography as faster, less costly and more naturalistic than offline ethnography while demanding the same interpretive depth, reflexivity and ethical care.	Push-pull motivation analysis is the dominant framework for explaining why people travel and why they choose particular destinations, by separating two distinct forces. Push factors are internal, socio-psychological motives that create the desire to travel in the first place, such as the wish to escape routine, relax, gain prestige, or enhance one's ego. Pull factors are external attributes of destinations that draw travelers toward a specific place, such as scenery, climate, culture, attractions, and events. Graham Dann introduced the push-pull logic in 1977, arguing that the answer to 'what makes tourists travel?' lies first in push factors like anomie and ego-enhancement, and John Crompton's 1979 study gave it empirical shape by identifying socio-psychological and cultural motives behind pleasure vacations. The analysis measures both sets of factors, recovers their underlying dimensions, and examines how internal motives connect to the destination attributes travelers seek.