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Home / Tourism Analysis, Volume 26, Number 4

The Role of Personal Values and Personality Traits On Intention to Recommend a Destination

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In this study, the researchers explore the antecedents of tourists' intention to recommend a destination using an extended Theory of Planned Behavior (TPB). Two personal values (i. e., prosocial and maturity) and two personality traits (i. e., extraversion and agreeableness), which are rarely studied but important elements for marketers to better understand the market (e.g., segment the market), are examined. To test the extended model of TPB, a survey (n = 312) was conducted with tourists in Portugal. The researchers find support for the hypothesis that tourists with higher prosocial values, maturity values, and extraversion personality traits are more likely to have a favorable attitude toward a destination and a tendency to recommend the destination. Theoretical and managerial implications are discussed.

Keywords: AGREEABLENESS; EXTRAVERSION; MATURITY VALUES; PROSOCIAL VALUES; WORD-OF-MOUTH (WOM)

Document Type: Research Article

Affiliations: 1: Business School, University of Western Australia, Perth, Australia, Email: [email protected] 2: Instituto Universitario de Lisboa (ISCTE-IUL), Business Research Unit (BRU/IUL), Lisbon, Portugal 3: School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia

Publication date: November 24, 2021

This article was made available online on August 30, 2020 as a Fast Track article with title: "Role of personal values and personality traits on intention to recommend a destination ".

More about this publication?
  • Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.

    Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.

    Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.

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