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Push-pull factors in migration to regional areas: a service marketing perspective and research agenda

conference contribution
posted on 2023-05-23, 14:34 authored by Steven D'Alessandro, Basu, PK
Understanding the net flows of populations in and out of regional areas has been seen as an important issue for both scholars and policy makers (Eliasson, Westlund, & Johansson, 2015; Lee, 1966; Longino, 1992; Macisco & Pryor, 1963; Moon, 1995; Ravenstein, 1885). In particular, it is noted that the perception of factors encouraging or discouraging migration are as important as known objective factors (Lee, 1966; Lewis, 1982). Interestingly, research on the migration push-pull model, has been successfully applied to the area of switching service providers in marketing (Bansal, Taylor, & St. James, 2005). In this paper we propose that there are a number of research propositions from the service marketing application of migration theory, which are relevant to regional development. These include the motivations to relocate (or push factors) such as satisfaction with current living arrangements, value for money of current location and bill shock. Pull factors such as benefits of relocation, attitude towards alternative locations and the use of recommendations. Moderating factors which may prevent relocation or migration, include switching costs and the impact of inertia. A conceptual model is presented in this paper of these factors, which outline a possible research agenda for policy makers and academics in this area. We conclude that service marketing has much to offer in understanding important switching decisions, especially the life changing events of relocation.

History

Department/School

TSBE

Publisher

American Association of Geographers

Place of publication

Australia

Event title

Regional Studies Association Inaugural Australasian Conference: ‘Rethinking the region and regionalism in Australasia: challenges and opportunities for the 21st Century’

Event Venue

RMIT University, Melbourne

Date of Event (Start Date)

2015-08-31

Date of Event (End Date)

2015-09-02

Rights statement

Copyright unknown

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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