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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