IDEAS home Printed from https://ideas.repec.org/a/gam/jtourh/v5y2024i4p59-1064d1509781.html
   My bibliography  Save this article

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

Author

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2673-5768/5/4/59/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2673-5768/5/4/59/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    4. 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.
    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. Zahoor, Nadia & Zopiatis, Anastasios & Adomako, Samuel & Lamprinakos, Grigorios, 2023. "The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes," Journal of Business Research, Elsevier, vol. 159(C).
    2. Garcia-Perez, Alexeis & Cegarra-Navarro, Juan Gabriel & Sallos, Mark Paul & Martinez-Caro, Eva & Chinnaswamy, Anitha, 2023. "Resilience in healthcare systems: Cyber security and digital transformation," Technovation, Elsevier, vol. 121(C).
    3. Cannavacciuolo, Lorella & Capaldo, Guido & Ponsiglione, Cristina, 2023. "Digital innovation and organizational changes in the healthcare sector: Multiple case studies of telemedicine project implementation," Technovation, Elsevier, vol. 120(C).
    4. Carlos Fernandez-Llatas & Niels Martin & Owen Johnson & Marcos Sepulveda & Emmanuel Helm & Jorge Munoz-Gama, 2022. "Building Process-Oriented Data Science Solutions for Real-World Healthcare," IJERPH, MDPI, vol. 19(14), pages 1-5, July.
    5. Cobelli, Nicola & Cassia, Fabio & Donvito, Raffaele, 2023. "Pharmacists' attitudes and intention to adopt telemedicine: Integrating the market-orientation paradigm and the UTAUT," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    6. Basile, L.J. & Carbonara, N. & Panniello, U. & Pellegrino, R., 2024. "The role of big data analytics in improving the quality of healthcare services in the Italian context: The mediating role of risk management," Technovation, Elsevier, vol. 133(C).
    7. Carla Santos Pereira & Natercia Durão & Fernando Moreira & Bruno Veloso, 2022. "The Importance of Digital Transformation in International Business," Sustainability, MDPI, vol. 14(2), pages 1-26, January.
    8. Xin Tan & Jinfang Jiao & Ming Jiang & Ming Chen & Wenpeng Wang & Yijun Sun, 2024. "Digital Policy, Green Innovation, and Digital-Intelligent Transformation of Companies," Sustainability, MDPI, vol. 16(16), pages 1-23, August.
    9. Tuomas Korhonen & Virpi Sillanpää & Aki Jääskeläinen, 2023. "Anchor practices that guide horizontal performance measurement: an interventionist case study of the financial aspect of new technology implementation in healthcare," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 27(3), pages 787-816, September.
    10. Denicolai, Stefano & Previtali, Pietro, 2023. "Innovation strategy and digital transformation execution in healthcare: The role of the general manager," Technovation, Elsevier, vol. 121(C).
    11. Lu, Shan & Peng, Sihan & Shi, Jiaxin & Zhang, Ci & Feng, Yanchao, 2024. "How does digital transformation affect the total factor productivity of China's A-share listed enterprises in the mineral resource-based sector?," Resources Policy, Elsevier, vol. 94(C).
    12. Sun, Gebing & Li, Guozhi & Dilanchiev, Azer & Kazimova, Asli, 2023. "Promotion of green financing: Role of renewable energy and energy transition in China," Renewable Energy, Elsevier, vol. 210(C), pages 769-775.
    13. Sandra Starke & Iveta Ludviga, 2024. "Impeding Digital Transformation by Establishing a Continuous Process of Competence Reconfiguration: Developing a New Construct and Measurements for Sustained Learning," Sustainability, MDPI, vol. 16(23), pages 1-16, November.
    14. Mountford, Nicola & Geiger, Susi, 2024. "Public actor roles in market experiments: Innovating digital health markets in New York and Ireland," Journal of Business Research, Elsevier, vol. 183(C).
    15. Singh, Shiwangi & Sharma, Meenakshi & Dhir, Sanjay, 2021. "Modeling the effects of digital transformation in Indian manufacturing industry," Technology in Society, Elsevier, vol. 67(C).
    16. Jana Sophie Kesenheimer & Tobias Greitemeyer, 2021. "A “Lockdown” of Materialism Values and Pro-Environmental Behavior: Short-Term Effects of the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(21), pages 1-14, October.
    17. Antonios Kargas & Eleni C. Gkika & Anastasios Sepetis, 2024. "Exploring Digital Transformation Intensity and Its Relationship with Sustainability: Greek Managers’ Perspectives," Sustainability, MDPI, vol. 16(14), pages 1-19, July.
    18. Johanna Leväsluoto & Johanna Kohl & Anton Sigfrids & Jussi Pihlajamäki & Janne Martikainen, 2021. "Digitalization as an Engine for Change? Building a Vision Pathway towards a Sustainable Health Care System by Using the MLP and Health Economic Decision Modelling," Sustainability, MDPI, vol. 13(23), pages 1-24, November.
    19. Antinyan, Armenak & Bellio, Stefania & Bertoni, Marco & Corazzini, Luca & Narne, Elena, 2021. "Digital Access to Healthcare Services and Healthcare Utilization: A Quasi-Experiment," IZA Discussion Papers 14916, Institute of Labor Economics (IZA).
    20. Enver Haskasap & Tulen Saner & Serife Eyupoglu & Cemre S. Gunsel Haskasap, 2022. "Influence of Organizational Democracy on Organizational Citizenship Behaviors in Digital Transformation: Mediating Effects of Job Satisfaction and Organizational Commitment for Smart Services," Sustainability, MDPI, vol. 15(1), pages 1-13, December.

    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:jtourh:v:5:y:2024:i:4:p:59-1064:d:1509781. 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.