The relation between personality traits and psychographic positions of travel destinations
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- Studentoppgaver (SV-NHS) 
Understanding potential visitors is one of the fundamental tasks for researchers and businesses, destination marketing organizations as well as many other stakeholders in tourism domain. Despite the fact that Internet has become one of the major marketing channels for hospitality and tourism, researchers indicate that there is a notable gap in understanding how to effectively use social media in travel destination marketing. The present study investigates the relationship between personality characteristics and travel preferences in the context of social media. Personality was measured using Big Five Factor model, while travel preferences were represented by Plog’s typology of tourists and psychographic positions of tourist destinations. A data set of 6887 social media users was obtained and subjected to logistic regression analyses. Findings indicate that different personality traits, such as Openness, Extroversion, and Neuroticism can predict psychographic positions of tourist destinations. Openness was found to be significantly related to venturer type, while extroversion and neuroticism are related to dependables. Results of the study provide a better understanding of how differences in individual’s personality traits influence preferences for travel destinations. The main implications of this research would be related to marketing, especially in social media context. Understanding the personality of a customer and precisely targeting the key audience can significantly improve marketing efforts of travel-related businesses.
Master's thesis in International Hospitality Management