The role of personal values and personality traits on intention to recommend a destination
The role of personal values and personality traits on intention to recommend a destination
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.
Agreeableness, Extraversion, Maturity values, Prosocial values, Word-of-mouth (wom)
349-361
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Loureiro, Sandra Maria Correia
f251a29d-fcbd-43cc-b5f3-5f1cb507f3d0
Wang, Shasha
95bb3956-31eb-43e2-9eba-5509d9ecf429
2021
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Loureiro, Sandra Maria Correia
f251a29d-fcbd-43cc-b5f3-5f1cb507f3d0
Wang, Shasha
95bb3956-31eb-43e2-9eba-5509d9ecf429
Japutra, Arnold, Loureiro, Sandra Maria Correia and Wang, Shasha
(2021)
The role of personal values and personality traits on intention to recommend a destination.
Tourism Analysis, 26 (4), .
(doi:10.3727/108354220X15987151867872).
Abstract
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.
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e-pub ahead of print date: 30 August 2020
Published date: 2021
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Publisher Copyright:
© 2021. Cognizant, LLC.
Keywords:
Agreeableness, Extraversion, Maturity values, Prosocial values, Word-of-mouth (wom)
Identifiers
Local EPrints ID: 500222
URI: http://eprints.soton.ac.uk/id/eprint/500222
ISSN: 1083-5423
PURE UUID: 89820591-25c3-4528-8630-882cd4a8abca
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Date deposited: 22 Apr 2025 17:14
Last modified: 07 Oct 2025 02:16
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Contributors
Author:
Arnold Japutra
Author:
Sandra Maria Correia Loureiro
Author:
Shasha Wang
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