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Paper Information

Journal:   GEOGRAPHICAL JOURNAL OF TOURISM SPACE   WINTER 2014 , Volume 3 , Number 9; Page(s) 83 To 93.
 
Paper: 

THE ROLE OF PERSONALITY TRAITS IN THE USE OF WORD OF MOUTH COMMUNICATIONS (THE CASE OF INBOUND TOURISTS WHO TRAVELED TO ISFAHAN)

 
 
Author(s):  RANJBARIAN B., GHAFARI M.*
 
* DEPARTMENT OF MANAGEMENT, FACULTY OF ADMINISTRATIVE SCIENCES AND ECONOMICS, UNIVERSITY OF ISFAHAN, ISFAHAN, IRAN
 
Abstract: 

The purpose of this study was to gain a deeper understanding of word of mouth communications and the role of personality traits in using word of mouth communications among inbound tourists who traveled to Isfahan. For this purpose, some hypotheses have been derived in order to examine the influence of factors such as extraversion dimensions (extroverted vs. introverted) and risk taking dimensions (Risk taking vs. Risk avoiding) as personality traits on the use of word of mouth communications. The statistical population of the study included inbound tourists who visited Isfahan at the first season of 2011. A total of 200 tourists have been selected by convenience sampling method as sample members. The results of this study indicated that the inbound tourists who visited Isfahan used word of mouth communications as a source of information about tourism destination (Isfahan). Also the results revealed that extraverted and risk takers used more word of mouth communications for their travel planning than others. The results of analysis of variance indicated that the extend of word of mouth communications use as a source of travel information differed among tourists with different gender and also between those who had or had no previous experience of visiting Isfahan. Female tourists who had previous experience of visiting Isfahan used word of mouth communications more than others. Also the results indicated that tourists with higher educational level were more extraverted than others. Another part of the results revealed that male tourists who had previous experience of visiting Isfahan were more risk taking than others.

 
Keyword(s): TOURISM, WORD OF MOUTH COMMUNICATIONS, PERSONALITY TRAITS, ISFAHAN
 
References: 
  • ندارد
 
  Persian Abstract Yearly Visit 73
 
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