The Influence of Tourists' Personality Traits on the Customer Journey

An Empirical Analysis Using DMO Survey Data

Abstract

This study examines how tourists' personality traits influence their customer journeys, drawing on large-scale survey data collected by a regional Destination Management Organization （DMO） in Japan. Using 5,306 valid responses from over 8,000 participants, the study employs multiple and logistic regression analyses to assess the effects of demographic, situational, and psychographic variables - particularly Big Five personality traits - on behaviors and evaluations across three stages of the customer journey: pre-trip, during-trip, and post-trip. The results indicate that traditional demographic variables such as gender, age, and residence exert limited influence, whereas situational factors （e.g., travel companions） and personality traits （especially openness and agreeableness） significantly affect travel behavior, satisfaction, and revisit intention. These findings suggest that DMO marketing strategies should move beyond attribute-based segmentation and incorporate psychological and relational dimensions into persona design. By integrating personality traits into data-driven marketing, DMOs can enhance the accuracy of targeting, the quality of tourist experiences, and the sustainability of regional branding.