Rafiq Farrukh, Adil Mohd, Wu Jei-Zheng
Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Jeddah, Saudi Arabia.
Department of Management Studies, National Institute of Technology (NIT) Hamirpur, Hamirpur, India.
Front Psychol. 2022 Jul 28;13:940116. doi: 10.3389/fpsyg.2022.940116. eCollection 2022.
The study offers new insights by examining the influence of personality traits (extraversion and neuroticism) on tourists' intentions to visit ecotourism sites using the lens of the theory of planned behavior. It also investigates whether environmental knowledge moderates the effect of extraversion, neuroticism, and environmental concern on tourists' ecotourism intentions. We applied structural equation modeling on 350 responses collected through the Amazon M-Turk platform. Results highlight that extroverts are more likely to express ecotourism intentions than neurotic tourists. However, it was also noted that neurotic tourists' intention to visit ecotourism sites could be influenced if their environmental concerns were emphasized. The study offers important new insights to managers, policy-makers, and practitioners about the roles of personality traits, environmental knowledge, and environmental concern vis-a-vis their relative significance in shaping tourists' decision-making and choices for ecotourism sites. As a result, managers/practitioners need to devise specific communication strategies to enhance awareness and a sense of responsibility among neurotic tourists.
该研究通过运用计划行为理论，考察人格特质（外向性和神经质）对游客前往生态旅游景点意愿的影响，提供了新的见解。它还研究了环境知识是否会调节外向性、神经质和环境关注度对游客生态旅游意愿的影响。我们对通过亚马逊土耳其机器人平台收集的350份回复应用了结构方程模型。结果表明，外向型游客比神经质游客更有可能表达出生态旅游意愿。然而，研究还指出，如果强调神经质游客对环境的关注，他们前往生态旅游景点的意愿可能会受到影响。该研究为管理者、政策制定者和从业者提供了重要的新见解，涉及人格特质、环境知识和环境关注度在塑造游客对生态旅游景点的决策和选择方面的相对重要性。因此，管理者/从业者需要制定具体的沟通策略，以提高神经质游客的意识和责任感。
