Abstract
In this study, the researchers explore the antecedents of tourists' intention to recommend a destination using an extended Theory of Planned Behavior (TPB). Two personal values (i. e., prosocial and maturity) and two personality traits (i. e., extraversion and agreeableness), which are rarely studied but important elements for marketers to better understand the market (e.g., segment the market), are examined. To test the extended model of TPB, a survey (n = 312) was conducted with tourists in Portugal. The researchers find support for the hypothesis that tourists with higher prosocial values, maturity values, and extraversion personality traits are more likely to have a favorable attitude toward a destination and a tendency to recommend the destination. Theoretical and managerial implications are discussed.
Highlights
In the contemporary tourism industry, tourism marketers need tourists’ positive Wordof-Mouth (WOM, i.e., tourists’ intention to recommend a destination)
The results show that attitudes toward the destination mediate the relationships between prosocial values and intention to recommend, between maturity values and intention to recommend, and between extraversion personality trait and intention to recommend
The findings of this study add to consumer psychology and decisionmaking literature by extending the Theory of Planned Behavior (TPB) model with personal values and personality traits
Summary
In the contemporary tourism industry, tourism marketers need tourists’ positive Wordof-Mouth (WOM, i.e., tourists’ intention to recommend a destination). The consequences of tourists’ intentions to recommend a destination have been well documented in regards to the positive relationship with brand awareness (Colicev, Malshe, Pauwels, & O'Connor, 2018) and destination choice (Confente, 2015). The antecedents of tourists’ attitudes toward a destination and intention to recommend can be both destination-related and tourist-related. Researchers have focused extensively on destination-related antecedents, including destination image (Phillips, Wolfe, Hodur, & Leistritz, 2013), service quality (Heung, 2008), consumer-perceived value (Phillips et al, 2013), satisfaction (De Nisco, Mainolfi, Marino, & Napolitano, 2015; Kim, Kim, & Kim, 2009), and attitudes of a destination (Confente, 2015; Phillips et al, 2013). Few studies have attended to tourist-related factors such as tourists’ motivation (Hashemi, Kiumarsi, & Marzuki, 2017; Prebensen, Skallerud, & Chen, 2010) and psychosocial characteristics (Jovanović, Božić, Bodroža, & Stankov, 2018), and even fewer researchers have attended to tourists’ values and personality traits
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