What do you value based on who you are? Big five personality traits, destination value and electronic word-of-mouth intentions

Abstract

The travel and tourism sector (TTS) is an important source of jobs and revenues for any country. The recent COVID-19 pandemic has shattered some industries more than others, with the TTS being one of the most affected ones in Romania. Recovery of TTS is, therefore, critical due to its significant share in the country’s GDP. Electronic word-of-mouth (e-WOM) has recently become a strong instrument that voices the experiences of customers in the online environment and further determines consumption of tourism services by other people. The choice of a tourist destination depends on a decision involving evaluations of economic, emotional, social and altruistic values attached to that destination. These evaluations can determine electronic word-of-mouth (e-WOM) intentions as tourists need to share their experiences. Using PLS-SEM ( n=469) on the Romanian tourist population, the research hereby checks the influence of the big five personality traits (BFPT): openness, conscientiousness, extraversion, agreeableness, and neuroticism on the destination values. This research also aims to analyze the relationship between the big five personality traits and e-WOM intentions, using the mediating role of destination value, in choosing a tourist destination in Romania. Results are useful both for tourism operators and industry policy makers.

Big Five Personality Traits and Attitude Towards Augmented Reality Advertisement: Mediating Role of Consumer Attitude and Moderating Role of Brand Image

“…Investigating the influence of personality traits on consumer responses to emerging advertising platforms has gained significant traction in the field of advertising psychology (Ahmad et al, 2023). Conscientiousness, a Big Five personality trait, is characterized by traits such as diligence, organization, and self-discipline (Fanea-Ivanovici et al, 2023). Its potential impact on individuals' attitudes towards AR advertisements is gaining attention.…”

“…The challenge is not only capturing consumers' attention but also keeping their interest in a highly competitive market with numerous options. In this endeavor, marketers are increasingly employing cutting-edge technologies such as AR (Ahmad et al, 2023;Fanea-Ivanovici et al, 2023). AR has the potential to bridge the gap between advertising catered to younger demographics' preferences and consumers' ever-changing needs.…”