engleski

Do cultural values, personality and motivations influence tourist activities and lifestyle?

This paper presents the results of an investigation into the relationships among five psychographic constructs namely cultural values, personality, motivation, activities and lifestyle characteristics in the tourism context. A model incorporating these five variables is developed for the Croatian travel market. The objective is to identify the strengths of the relationships among the five constructs and assess whether values, personality and motivation influence activities and lifestyle. The findings show that there are significant relationships between cultural values and lifestyle, motivation and activities, motivation and lifestyle, and activities and lifestyle. Cultural values and motivation significantly influence travellers&#8217 ; activities and lifestyle. The results of the structural equation modelling and all measures-of-fit suggested that the developed model fitted the data well with fit indices of GFI=0.979, AGFI=0.945, NFI, TLI, CFI above 0.95, and RMSEA<0.05. The study confirms that an analysis of travel decision-making should be based upon the analysis of consumers&#8217 ; psychographic traits. It becomes increasingly important for tourism marketers and managers to consider and use knowledge of psychographic characteristics and their influences on preferences of activities and lifestyle. Tourism marketers cannot directly rely only on personality to influence travellers&#8217 ; activities and lifestyle, as both of these constructs are influenced by travellers&#8217 ; cultural values and motivation. Thus, they need to influence tourists&#8217 ; activities and lifestyle by emphasizing, in their promotional campaigns, the importance of cultural values and travel motivation.

tourism; tourist activities; lifestyle

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