Personalities shaping travel behaviors: Post-COVID scenario

Purpose - The research offers insights into a sounder understanding of tourist behavior and travel patterns by systematically identifying psychological manifestations reflected in the basic human value system in the pandemic-induced environment. Design/methodology/approach - A large random sample (49,519 respondents from 29 European countries), generated from the core module Round 9 of the European Social Survey, was used. A post-COVID-19 psychological travel behavior model was constructed using 12 variables within two opposing value structures (openness to change versus conservatism), shaping specific personalities. Findings - Four types of tourists are identified by using K-means cluster analysis (risk-sensitive, risk-indifferent, risk-tolerant, and risk-resistant). The risk-sensibility varies across the groups, influenced by socio-demographic characteristics, economic status, and even differing geographically among nations and traveling cultures. Research limitations/implications - First, data were collected before the pandemic and did not include information on tourism participation. Second, the model is fully driven by internal factors – motivation. Investigation of additional variables, especially those related to socialization aspects, and some external factors of influence on travel behaviors during and after the crisis, will provide more precise scientific reasoning. Originality/value - The model is upgraded to some current constructs of salient short-term post-COVID-19 travel behavior embedded in the core principles of universal human values. By separating specific segments of tourists who appreciate personal safety and conformity, from those sharing the extensive need for self-direction and adventure, the suggested model presents a strong background for predicting flows in the post-COVID era