Are you a modern or post-modern tourist? Predicting touristic preferences from personality and values

Abstract

Today's consumers have a postmodern perception and demonstrate a profile that is freer than their predecessors, more densely living their individuality, and trying more to put their own presence on the streets and in consumptionof products and services such as tourism. It has been ascertained that there is a lack of studies to determine post-modern tourist typologies in especially Turkish tourism literature. Based on this testimony, this study used a Five Factor Personality Features Scale to determine the personality traits of tourists and the Vals scale for values determination. In addition, it also sought to unpack the lifestyles of the respondents in the questionnaire as potential tourists in Balikesir province, Turkey. Ten different scenarios were created by analyzing the related literature in order to measure which of the responder's post-modern and modern tourism concepts have been adopted. Five of these scenarios were designed to measure post-modern tourism conceptions, while the other five were designed to measure modern tourism conceptions. In the end, by associating the personality traits of potential tourists with their values and lifestyles, an attempt was made to categorize individuals who are likely to have modern and postmodern tourism inclinations and the results obtained were then carefully evaluated