Digital personalities: comparing the online identities of travel and tourism industry segments

Phelan, Kelly Virginia, Mills, Juline E., Douglas, Alecia C. and Aday, James Brian (2013) Digital personalities: comparing the online identities of travel and tourism industry segments. Journal of Hospitality and Tourism Technology, 4 3: 248-262. doi:10.1108/JHTT-11-2012-0032

Author Phelan, Kelly Virginia
Mills, Juline E.
Douglas, Alecia C.
Aday, James Brian
Title Digital personalities: comparing the online identities of travel and tourism industry segments
Journal name Journal of Hospitality and Tourism Technology   Check publisher's open access policy
ISSN 1757-9880
Publication date 2013
Sub-type Article (original research)
DOI 10.1108/JHTT-11-2012-0032
Open Access Status Not Open Access
Volume 4
Issue 3
Start page 248
End page 262
Total pages 15
Place of publication Bingley, United Kingdom
Publisher Emerald Group Publishing
Language eng
Formatted abstract
Purpose: The purpose of this paper is to identify whether travel and tourism related web sites derive a certain personality type.

Design/methodology/approach: This study employed the ten-item personality inventory (TIPI) measure to assess personality dimensions of 188 tourism web sites including airlines, hotels, cruise lines, casinos, restaurants, and government funded travel web sites. Data analysis of 413 cases was conducted through mean comparisons and ANOVA.

Data identified web sites representing different segments of the hospitality and tourism industries do vary in relation to online personalities. More specifically, web sites for venues such as casinos were represented as extraverted while lodging web sites were deemed more conscientious.

Research limitations/implications: While this study aimed to identify web site personalities of businesses within the tourism segment, not all categories were represented. Furthermore, response choices were limited only 20 of the personality objectives from the TIPI personality scale were examined.

Practical implications: This study demonstrated different personality characteristics are represented through tourism web sites, indicating providers may need to focus their web presence in a manner which engages potential travellers based on such features.

Originality/value: This paper adds to the body of scholarly research related to TIPI and further demonstrates consumer awareness and preference for web sites which augment their personality.
Keyword Digital personality
Five-factor model
Ten-item personality inventory (TIPI)
Tourism web sites
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Created: Tue, 12 Apr 2016, 10:16:41 EST by Karen Morgan on behalf of UQ Business School