A STUDY ON THE EFFECT OF DIFFERENCES BETWEEN EXTROVERTED AND INTROVERTED PERSONALITY GROUPS ON TRAVEL INTENTION

다국어 초록 (Multilingual Abstract)

This study aims to analyze the characteristics of tourist consumers who use tourist information and the characteristics between extroverted and introverted personality groups among the individual characteristics of tourist consumers in selecting tourist destinations according to tourist preference types, and the impacts of voluntary information exploration and travel preference types on the travel patterns according to the outward and inward nature of tourist consumers . Therefore, the purpose of this study is to: First, to give theoretical consideration to the character type, information source, broadcasting media, online oral tradition, travel preference type, and travel intention of tourism consumers. Second, to identify the differences between tourism information search activities and tourism behaviors that appear in types of travel preferences, depending on the types of outgoing and introverted personality of tourism consumers. Third, based on the results of this research, to present tourism marketing strategies and implications to domestic and foreign tourism content developers. The analysis method was investigated by the judgment sampling method amongst all the non-probability extraction methods. The valid samples collected were tested for validity using a confirmatory factor analysis to ensure the intrinsic validity of the discriminant and convergent validity, and finally the casual relationship between the variables was analyzed. From the analysis, three of the eight hypotheses were adopted. The implications of this study are as follows. First, tourism development companies will have to identify the characteristics of information exploration of tourism consumers with introverted personalities and develop information provision methods that conform to their personality types. In order to generate travel-related curiosity and interest, the government should establish a differentiated marketing strategy that considers not only IT and grafting technologies such as mobile apps for extroverted tourism consumers, but also introverted tourism consumers. Second, it is necessary to develop more colorful and more receptive broadcasting media contents for introverted tourism consumers, such as producing broadcasting programs using cast members of various personality types, away from traveling broadcasting. Third, tourism development companies should develop a strategy to maximize the expansion effect of information exploration by developing information platforms with characteristics such as travel-related applications or small groups online and offline by effectively combining characteristics and characteristics of tourism consumers online. Finally, tourism developers need to identify the types of travel preferred by consumers of extroverted and introverted personality groups and expand a variety of product groups that mix the types of travel preferences based on extroverted-introverted personality. In addition, marketing strategies should be developed through segmentation, such as gender, age group, and companion type with different characteristics within the group.

목차 (Table of Contents)

• Abstract
• 1. Introduction
• 2. Theoretical Considerations
• 3. Research Design
• 4. Empirical Analysis
• 5. Conclusions
• References