The impact of extraversion and sensation seeking on tourist role

Cheng-Yu Li1, Shiao-Yuan Lu1, Bi-Kun Tsai1, Keh-Yuan Yu2
1Graduate Institute of Bio-industry Management, National Chung-Hsing University, Taiwan
2Department of Hospitality Management, Hung Kuang University, Taiwan
Cite this article:  Li, C.-Y., Lu, S.-Y., Tsai, B.-K., & Yu, K.-Y. (2015). The impact of extraversion and sensation seeking on tourist role. Social Behavior and Personality: An international journal, 43(1), 75-84.

Volume 43 Issue 1 | e4122 | Published: February 2015 | DOI: https://doi.org/10.2224/sbp.2015.43.1.75

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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.

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