Does personality predict tourism information search and feedback behaviour?

Abstract

There is little research on how personality traits influence information search and feedback behaviour of tourism information consumers. Using various online and offline information and feedback sources, this study contributes to the literature by considering how personality influences Taiwanese view pre-trip and on-site information sources’ ability to provide desired information before and during the trip and whether post-trip feedback channels are suitable feedback instruments. Even though personality alone may not fully explain tourism information search behaviour, hierarchical regression analyses showed the usefulness of Big Five personality traits in this aspect. Openness to experience and conscientiousness traits particularly stood out. Openness to experience significantly affects perception of word-of-mouth-related sources and conscientiousness for less accessible sources. Extraversion and neuroticism negatively predict popular culture sources. These outcomes might be due to the attributes of information sources or feedback channels.