The Relevance of Consumers’ Need for Uniqueness in the Tourism Context

Žana Civre and Tomaž Kolar
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Žana Civre: University of Primorska, Faculty of Tourism Studies – Turistica, Portorož, Slovenia
Tomaž Kolar: University of Ljubljana, Faculty of Economics

Academica Turistica - Tourism and Innovation Journal, 2014, vol. 7, issue 1, 35-45

Abstract: This paper addresses the relevance of the psychological concept termed “need for uniqueness” (NFU) in the tourism context, for which the lack of its theoretical examination and empirical verification is evident. In order to address this gap, we define, conceptualize and empirically examine the CNFU concept on the sample of young adults in order to verify its potential relevance as a segmentation variable. The results obtained provide support for two hypotheses: 1) that segment of tourists who travel via a travel agency exhibits lower level of CNFU than that segment that travel via self-organized arrangements, and 2) that segment of more knowledgeable tourists exhibit higher levels of CNFU. Findings suggest that various components of CNFU have distinctive roles as segmentation variables and provide support for the theory of uniqueness, suggesting that tourists seek to be moderately (but not extremely) distinct from others. This paper concludes with a brief discussion of managerial implications and limitations.

Keywords: consumer behaviour; uniqueness theory; consumers’ need for uniqueness; tourism (search for similar items in EconPapers)
Date: 2014
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