A New Psychographic Segmentation Method Using Jungian Mbti Variables in the Tourism Industry
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Gountas, John Y [1] ; Gountas, Sandra [1]
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[1] Federation University
Federation University
Australia
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- Localización: Tourism analysis, ISSN 1083-5423, Vol. 5, Nº. 2-4, 2000, págs. 151-156
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
The aim of this article is to identify and discuss the personality methods of tourism segmentation. The existing theories focus on the individual personality traits. They attempt to generalize and predict tourism behavior on the basis of a small number of salient characteristics. The individual parts of the tourist’s personality are assumed to be robust enough despite the lack of understanding the general/ overall personality type that denotes a different context for each consumer. This research examines the nature of what might be the overall personality type/nature and how this overall picture can be used to subidentify individual characteristics much more coherently. It broadly uses the general concepts of the Jungian Personality types and the MBTI inventory. It reports the findings of the empirical survey with a representative sample of 760 traveling consumers flying to a wide range of popular short- and long-haul holiday destinations. The findings support the hypothesis that there are four distinct personality groups with different preferences that can be used for segmentation purposes. The study attempts to establish the overall context of what is the consumer’s orientation towards life, in order to interpret systematically and more consistendy the individual differences in behavior. The emerging theory attempts to interpret the variations of consumer’s preferences in a more holistic way. The emerging general personality types should be further investigated in order to identify behavioral patterns for each market segment with the inclusion of all the geodemographic and psychographic characteristics.
