Effects of the Big Five Personality Traits on Recreation Types - The Case of Vietnam Tourism

Abstract

Failure to appropriately understand the influence of personality on recreation has created obstacles in maximizing revenue and satisfying customers.In tourism and hospitality, maximizing owners' revenue often results in unsatisfied customers due to differences in who ultimately benefits.In order to both maximize revenue and satisfy customers, owners should provide products that fit customers' personality.This study explains the effects of customers' personality traits on different types of recreation in order to provide owners with revenue management to maximize owners' revenue while satisfying customers.Canonical regression analyses were conducted on the number of domestic and international tourists visiting Da Nang, Vietnam in 2014, using the short-form for Big Five personality traits (Lang et al., 2011) and the classification of behaviors and recreation types (Pizam and Sussmann, 1995).Findings indicate that (1) Extraversion is correlated with social interactions so restaurants will be successful in targeting Extraversion customers, (2) Neuroticism is associated with bargaining activities so grocery stores and casinos will increase revenue by advertising to Neuroticism customers, (3) Conscientiousness is associated with knowledge so gyms, museums, and convention centers will be profitable in targeting Conscientiousness customers, (4) Agreeableness is associated with commercial transactions so shopping complexes, scenic sites for photography and social gatherings are most likely be successful when they specifically tailor their business to Agreeableness customers, and (5) Openness is associated with activities preferences so national parks, movie theaters, and amusement parks will attract Openness customers.Businesses will find the most success in advertising to the subset population.