ABSTRACT
The motivation to travel draws from the difference between the mundane everyday home with its familiar daily chores and the perceived possibility of the Other to satisfy the need for reach. The dialectic of home and reach is illustrated in analysing motivations in terms of push- and pull-factors and as escape and search. Push and pull conceptualisation is adapted from migration studies. Push According to Dann, anomie and ego-enhancement are the underlying push factors. Dann maintains that often push-factors are prior to pull-factors; first one have to have a need to travel, and only after that do one decides the specific destination. Tourist brochures communicatively stage the destination and the travel experience and create images designed to meet the psychological needs of potential tourists. The role of communicative staging is to emphasise those differences by trying to unite the 'local colour' with the infrastructure. In all advertising it is important to facilitate easy imaginative self-transposal by recognising various market segments.
