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

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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
    Institute of Sports, Tourism and Service, South Ural State University, 76 Lenin Ave., 454080 Chelyabinsk, Russia)

  • 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)

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.

Suggested Citation

  • Sanja Kovačić & Tamara Jovanović & Miroslav D. Vujičić & Alastair M. Morrison & James Kennell, 2022. "What Shapes Activity Preferences? The Role of Tourist Personality, Destination Personality and Destination Image: Evidence from Serbia," Sustainability, MDPI, vol. 14(3), pages 1-22, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:3:p:1803-:d:742437
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    References listed on IDEAS

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    1. Shuai Zhang & Kyungsik Kim & Brain H. Yim & Boram Hyun & Weiqi Chai, 2022. "Destination Personality and Behavioral Intention in Hainan’s Golf Tourism during COVID-19 Pandemic: Mediating Role of Destination Image and Self-Congruity," Sustainability, MDPI, vol. 14(11), pages 1-17, May.
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    3. Liliana Popescu & Claudia Daniela Albă & Mirela Mazilu & Cristina Șoșea, 2023. "‘Should I Go or Should I Stay?’ Why Do Romanians Choose the Bulgarian Seaside for Their Summer Holiday?," Sustainability, MDPI, vol. 15(15), pages 1-18, July.
    4. Jiafeng Gu, 2024. "The impact of national tourism day festivals on inbound tourism: A spatial difference-in-differences approach," Tourism Economics, , vol. 30(2), pages 417-441, March.
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