What Shapes Activity Preferences? The Role of Tourist Personality, Destination Personality and Destination Image: Evidence from Serbia

Sanja Kovačić, Tamara Jovanović, Miroslav D. Vujičić, Alastair M. Morrison and James Kennell
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Sanja Kovačić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
Tamara Jovanović: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
Miroslav D. Vujičić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
Alastair M. Morrison: Department of Marketing, Events and Tourism, Faculty of Business, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK
James Kennell: Department of Marketing, Events and Tourism, Faculty of Business, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK

Sustainability, 2022, vol. 14, issue 3, 1-22

Abstract: Understanding activity preferences and their antecedents is essential for creating personalized tourism offers and effective destination marketing, vital components of a sustainable tourism destination. Previous studies have provided insights into tourist behavior and activity choices, but without research on activity preferences and their relationship with perceptions of destinations. The literature still lacks an integrative model exploring the antecedents of activity preferences, including tourist characteristics, destination personality, and destination image, and explaining the nature of the relationships between them. This research proposes and tests a structural model of individual characteristics, destination image, destination personality, and activity preferences. A survey was conducted on a sample of 502 visitors to The Trail of Roman Emperors in Serbia. The results confirmed the influence of personality (extraversion, agreeableness, conscientiousness, and openness) and destination personality (sincerity and ruggedness) on activity preferences. Additionally, the model revealed the significant influence of individual characteristics on perceptions of destination personality and image. Managerial implications were given in light of the importance of this research for destination branding that will support long-term destination sustainability.

Keywords: destination personality; destination image; individual characteristics; activity preferences; tourist behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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