Morrison, Alastair, Jovanovic, T., Vujicic, M.D., Morrison, Alastair ORCID: 0000-0002-0754-1083 and Kennell, James ORCID: 0000-0002-7877-7843 (2022) What shapes activity preferences? The role of tourist personality, destination personality and destination image: evidence from Serbia. Sustainability, 14:1803. pp. 1-22. ISSN 2071-1050 (Online) (doi:https://doi.org/10.3390/ su14031803)

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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.

Item Type:	Article
Uncontrolled Keywords:	destination personality; destination image; individual characteristics; activity preferences; tourist behavior
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	02 May 2024 14:55
URI:	http://gala.gre.ac.uk/id/eprint/46932

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