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Exploring Strategies to Market SMEs’ Activities: The Role of Personality Traits and Travel Motivations in Tourist Activities

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Listed:
  • Delia Gabriela Moisa

    (Institute of Business, Industry & Leadership, University of Cumbria, No. 30, Rydal Road, Ambleside, Cumbria LA22 9BB, UK)

  • Demos Parapanos

    (Institute of Business, Industry & Leadership, University of Cumbria, No. 30, Rydal Road, Ambleside, Cumbria LA22 9BB, UK)

  • Tim Heap

    (Institute of Business, Industry & Leadership, University of Cumbria, No. 30, Rydal Road, Ambleside, Cumbria LA22 9BB, UK)

Abstract

Traditionally, professionals in the tourism sector have been encouraged to segment their market based on socio-demographic variables. However, the multifaceted nature of tourist activity calls for consideration of psychological factors to effectively shape marketing strategies. This study aims to provide insights for tourism industry practitioners by investigating the roles of tourists’ personalities and travel motivations in shaping their activities and their commitment to sustainability in Cumbria, home to UNESCO World Heritage Sites like the Lake District National Park and Hadrian’s Wall. Data were collected using quantitative methods to identify correlations between personality traits, travel motivations, and tourist activities. Additionally, a qualitative focus group with SME representatives from Cumbria provided insights into their understanding of the model. The findings provide significant insights into how the relationships between personality traits, travel motivations, and tourist activities can benefit tourism SMEs. By comprehending tourists’ behaviour, SMEs can tailor their offerings to appeal to the right audience, mitigating the adverse effects of overtourism, and therefore do more than allude to the concept of sustainability. Using these insights, SMEs could make informed decisions and create more effective marketing strategies, fostering sustainable practices that benefit both their customers and the long-term viability of their businesses and the destination.

Suggested Citation

  • Delia Gabriela Moisa & Demos Parapanos & Tim Heap, 2024. "Exploring Strategies to Market SMEs’ Activities: The Role of Personality Traits and Travel Motivations in Tourist Activities," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-23, October.
    • Handle: RePEc:gam:jtourh:v:5:y:2024:i:4:p:59-1064:d:1509781
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    References listed on IDEAS

    as
    1. Ana Težak Damijanic, 2020. "Travel Motivations as Criteria in the Wellness Tourism Market Segmentation Process," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 201-213.
    2. Ping Li & Chris Ryan & Zhou Bin, 2020. "The motivations of Chinese hikers: data from Ningbo," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(23), pages 2893-2909, December.
    3. Kraus, Sascha & Schiavone, Francesco & Pluzhnikova, Anna & Invernizzi, Anna Chiara, 2021. "Digital transformation in healthcare: Analyzing the current state-of-research," Journal of Business Research, Elsevier, vol. 123(C), pages 557-567.
    4. Jana S. Kesenheimer & Tobias Greitemeyer, 2021. "Going Green (and Not Being Just More Pro-Social): Do Attitude and Personality Specifically Influence Pro-Environmental Behavior?," Sustainability, MDPI, vol. 13(6), pages 1-12, March.
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