IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2022i1p655-d1020168.html
   My bibliography  Save this article

How Does Personality Affect COVID-19 Pandemic Travel Risk Perceptions and Behaviors? Evidence from Segment Analysis in Taiwan

Author

Listed:
  • Tsung-Hung Lee

    (Graduate School of Leisure and Exercise Studies, National Yunlin University of Science and Technology, Touliu 640, Taiwan)

  • Fen-Hauh Jan

    (Department of Tourism and Hospitality, TransWorld University, Touliu 640, Taiwan)

Abstract

This study aims to assess the risk perceptions and travel intentions of travelers who were segmented into groups based on their personality traits. In total, 684 useful questionnaires were obtained from Taiwan. A multivariate statistical analysis was performed for data analysis. Five clusters of travelers were identified via cluster analysis: sensitive travelers, cogitative travelers, temperate travelers, introverted travelers, and moderate travelers. These clusters exhibited significant differences in the personality traits, risk perceptions, and behavioral intentions of travelers. By introducing strategies for market segmentation that destination managers can use to develop better marketing strategies that target tourist personality traits during pandemic outbreaks, this study potentially contributes to the literature on travel risk, satisfaction, and behavioral intention, and applies marketing strategies from researchers in tourism studies.

Suggested Citation

  • Tsung-Hung Lee & Fen-Hauh Jan, 2022. "How Does Personality Affect COVID-19 Pandemic Travel Risk Perceptions and Behaviors? Evidence from Segment Analysis in Taiwan," Sustainability, MDPI, vol. 15(1), pages 1-15, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:655-:d:1020168
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/1/655/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/1/655/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sarah Dryhurst & Claudia R. Schneider & John Kerr & Alexandra L. J. Freeman & Gabriel Recchia & Anne Marthe van der Bles & David Spiegelhalter & Sander van der Linden, 2020. "Risk perceptions of COVID-19 around the world," Journal of Risk Research, Taylor & Francis Journals, vol. 23(7-8), pages 994-1006, August.
    2. Weibing Sun & Fu Zhang & Shuya Tai & Jinkui Wu & Yaqiong Mu, 2021. "Study on Glacial Tourism Exploitation in the Dagu Glacier Scenic Spot Based on the AHP–ASEB Method," Sustainability, MDPI, vol. 13(5), pages 1-18, March.
    3. Henderson, Isaac Levi & Tsui, Kan Wai Hong & Ngo, Thanh & Gilbey, Andrew & Avis, Mark, 2019. "Airline brand choice in a duopolistic market: The case of New Zealand," Transportation Research Part A: Policy and Practice, Elsevier, vol. 121(C), pages 147-163.
    4. Naeem Akhtar & Muhammad Nadeem Akhtar & Muhammad Usman & Moazzam Ali & Umar Iqbal Siddiqi, 2020. "COVID-19 restrictions and consumers’ psychological reactance toward offline shopping freedom restoration," The Service Industries Journal, Taylor & Francis Journals, vol. 40(13-14), pages 891-913, October.
    5. Ritchie, Brent W. & Jiang, Yawei, 2019. "A review of research on tourism risk, crisis and disaster management: Launching the annals of tourism research curated collection on tourism risk, crisis and disaster management," Annals of Tourism Research, Elsevier, vol. 79(C).
    6. Jelena Tepavčević & Ivana Blešić & Marko D. Petrović & Svetlana Vukosav & Milan Bradić & Vuk Garača & Tamara Gajić & Dobrila Lukić, 2021. "Personality Traits That Affect Travel Intentions during Pandemic COVID-19: The Case Study of Serbia," Sustainability, MDPI, vol. 13(22), pages 1-18, November.
    7. Jiwu Wang & Xuewei Hu & Chengyu Tong, 2021. "Urban Community Sustainable Development Patterns under the Influence of COVID-19: A Case Study Based on the Non-Contact Interaction Perspective of Hangzhou City," Sustainability, MDPI, vol. 13(6), pages 1-20, March.
    8. Albert Assaf & Raffaele Scuderi, 2020. "COVID-19 and the recovery of the tourism industry," Tourism Economics, , vol. 26(5), pages 731-733, August.
    9. Haddoud, Mohamed Yacine & Onjewu, Adah-Kole Emmanuel & Al-Azab, Mahmoud Ramadan & Elbaz, Ahmed Mohamed, 2022. "The psychological drivers of entrepreneurial resilience in the tourism sector," Journal of Business Research, Elsevier, vol. 141(C), pages 702-712.
    10. Nathaniel Whittingham & Andreas Boecker & Alexandra Grygorczyk, 2020. "Personality traits, basic individual values and GMO risk perception of twitter users," Journal of Risk Research, Taylor & Francis Journals, vol. 23(4), pages 522-540, April.
    11. Talwar, Shalini & Srivastava, Shalini & Sakashita, Mototaka & Islam, Nazrul & Dhir, Amandeep, 2022. "Personality and travel intentions during and after the COVID-19 pandemic: An artificial neural network (ANN) approach," Journal of Business Research, Elsevier, vol. 142(C), pages 400-411.
    12. Collins-Kreiner, Noga & Ram, Yael, 2021. "National tourism strategies during the Covid-19 pandemic," Annals of Tourism Research, Elsevier, vol. 89(C).
    13. Yang, Yang & Zhang, Hongru & Chen, Xiang, 2020. "Coronavirus pandemic and tourism: Dynamic stochastic general equilibrium modeling of infectious disease outbreak," Annals of Tourism Research, Elsevier, vol. 83(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dong-Shang Chang & Wei-De Wu, 2021. "Impact of the COVID-19 Pandemic on the Tourism Industry: Applying TRIZ and DEMATEL to Construct a Decision-Making Model," Sustainability, MDPI, vol. 13(14), pages 1-28, July.
    2. Mohammad Javad Maghsoodi Tilaki & Gelareh Abooali & Massoomeh Hedayati Marzbali & Narimah Samat, 2021. "Vendors’ Attitudes and Perceptions towards International Tourists in the Malaysia Night Market: Does the COVID-19 Outbreak Matter?," Sustainability, MDPI, vol. 13(3), pages 1-20, February.
    3. Chung-Wei Kuo, 2021. "Can We Return to Our Normal Life When the Pandemic Is under Control? A Preliminary Study on the Influence of COVID-19 on the Tourism Characteristics of Taiwan," Sustainability, MDPI, vol. 13(17), pages 1-17, August.
    4. Sanja Kovačić & Marija Cimbaljević & Tatyana N. Tretyakova & Yulia A. Syromiatnikova & Blanca García Henche & Marko D. Petrović & Ivana Blešić & Tatjana Pivac & Dunja Demirović Bajrami & Tamara Gajić, 2023. "How Has COVID-19 Changed the Way We Travel? Exploring Tourist Personality, Reactions to the Perceived Risk and Change in Travel Behavior," Sustainability, MDPI, vol. 15(3), pages 1-20, January.
    5. Davide Provenzano & Serena Volo, 2022. "Tourism recovery amid COVID-19: The case of Lombardy, Italy," Tourism Economics, , vol. 28(1), pages 110-130, February.
    6. Reddy, Maharaj Vijay & Boyd, Stephen W. & Nica, Mirela, 2020. "Towards a post-conflict tourism recovery framework," Annals of Tourism Research, Elsevier, vol. 84(C).
    7. Thanasis Stengos & Michael L. Polemis, 2020. "Threshold effects during the COVID-19 pandemic: Evidence from international tourist destinations," Working Papers 2005, University of Guelph, Department of Economics and Finance.
    8. Yang, Yang & Zhang, Carol X. & Rickly, Jillian M., 2021. "A review of early COVID-19 research in tourism: Launching the Annals of Tourism Research's Curated Collection on coronavirus and tourism1," Annals of Tourism Research, Elsevier, vol. 91(C).
    9. Jorge Arnanz & Vicente Ramos & Javier Rey-Maquieira & Akarapong Untong, 2024. "Unravelling the effects of disruptive crises on residents’ support for tourism. Lessons from COVID-19," Tourism Economics, , vol. 30(4), pages 924-946, June.
    10. Hui Yan & Haixiang Wei & Min Wei, 2021. "Exploring Tourism Recovery in the Post-COVID-19 Period: An Evolutionary Game Theory Approach," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    11. Shanyue Jin & Yuying Gao & Shufeng (Simon) Xiao, 2021. "Corporate Governance Structure and Performance in the Tourism Industry in the COVID-19 Pandemic: An Empirical Study of Chinese Listed Companies in China," Sustainability, MDPI, vol. 13(21), pages 1-22, October.
    12. Qiu, Richard T.R. & Park, Jinah & Li, ShiNa & Song, Haiyan, 2020. "Social costs of tourism during the COVID-19 pandemic," Annals of Tourism Research, Elsevier, vol. 84(C).
    13. Martín Cicowiez & Natalia Porto & Manuela Cerimelo, 2024. "Short- and long-term effects of domestic tourism promotion in Argentina after COVID-19," Tourism Economics, , vol. 30(7), pages 1880-1899, November.
    14. Elena Prodi & Vincenzo Fasone & Marco R Di Tommaso, 2024. "Does industry resilience matter for postshock industrial policy? A focus on tourism-related industries," Tourism Economics, , vol. 30(2), pages 389-416, March.
    15. Yang, Yang & Altschuler, Benjamin & Liang, Zhengkang & Li, Xiang (Robert), 2021. "Monitoring the global COVID-19 impact on tourism: The COVID19tourism index," Annals of Tourism Research, Elsevier, vol. 90(C).
    16. Akhtar, Naeem & Ittefaq, Huma & Siddiqi, Umar Iqbal & Islam, Tahir & Hameed, Zahid & Kuzior, Aleksandra, 2024. "Zero-COVID and retail: Using multi-wave data to examine the role of perceived risk and psychological factors in shopping abandonment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Collins-Kreiner, Noga & Ram, Yael, 2021. "National tourism strategies during the Covid-19 pandemic," Annals of Tourism Research, Elsevier, vol. 89(C).
    18. Miraj Ahmed Bhuiyan & Tiziana Crovella & Annarita Paiano & Helena Alves, 2021. "A Review of Research on Tourism Industry, Economic Crisis and Mitigation Process of the Loss: Analysis on Pre, During and Post Pandemic Situation," Sustainability, MDPI, vol. 13(18), pages 1-27, September.
    19. Elisabetta Reginato & Francesca Cabiddu & Patrizia Modica, 2023. "Le politiche pubbliche a sostegno della crisi da COVID-19 nel settore turistico: un?analisi esplorativa," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2023(1), pages 95-118.
    20. Chung-Shing Chan, 2021. "Developing a Conceptual Model for the Post-COVID-19 Pandemic Changing Tourism Risk Perception," IJERPH, MDPI, vol. 18(18), pages 1-12, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:655-:d:1020168. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.