The impact of extraversion and sensation seeking on tourist role
- Authors
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Cheng-Yu Li
National Chung-Hsing University
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Shiao-Yuan Lu
National Chung-Hsing University
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Bi-Kun Tsai
National Chung-Hsing University
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Keh-Yuan Yu
Hung Kuang University
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- Keywords:
- extraversion, sensation seeking, tourist role
- Abstract
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In recent years, personality variables, such as extraversion and sensation seeking, have been used to investigate tourist preferences and behaviors. For this study, we classified tourist roles into three types: the familiarized mass tourist, the organized mass tourist, and the independent tourist. We investigated the impact of extraversion and sensation seeking on tourist roles in a large-scale survey of Taiwanese citizens (N = 1,249) aged 20 years and older. Using logistic regression analysis, the results indicated that sensation seeking was a significant predictor of tourist role, but extraversion was not. Compared to familiarized mass tourists, people who are sensation-seeking are more likely to become independent tourists rather than organized mass tourists. We provide suggestions for tourism marketing.
- Author Biographies
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- Published
- 2014-10-24
- Issue
- Vol. 43 No. 1 (2015)
- Section
- Articles
- License
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