Luxury or Cultural Tourism Activities? The Role of Narcissistic Personality Traits and Travel-Related Motivations

Abstract

This study aimed to examine the role of travel-related motivations and preferences for activities (such as learning about local culture, relaxation and entertainment, status and social recognition, escape and curiosity, and experience) in the relationship between narcissistic personality traits and the preference for luxury tourism versus cultural tourism. A sample of 1342 Israeli community members was analyzed. The methodology utilized parallel mediation analyses to assess how different forms of narcissism (extraverted, antagonistic, neurotic, and communal) were associated with the desire for luxury tourism over cultural tourism, as mediated by various travel-related motivations. The results indicated that narcissistic personality traits were generally associated with a preference for luxury tourism, primarily through indirect associations via travel motivations such as relaxation and entertainment, status and social recognition, and experience. The conclusion highlights the implications for understanding how specific travel-related motivations influence tourism preferences among individuals with varying levels of narcissistic traits, suggesting that tourism management strategies could benefit from a nuanced approach to personality in marketing.