Modeling Tourists' Personality in Recommender Systems: How Does Personality Influence Preferences for Tourist Attractions?

Abstract

Personalization is increasingly being perceived as an important factor for the effectiveness of Recommender Systems (RS). This is especially true in the tourism domain, where travelling comprises emotionally charged experiences, and therefore, the more about the tourist is known, better recommendations can be made. The inclusion of psychological aspects to generate recommendations, such as personality, is a growing trend in RS and they are being studied to provide more personalized approaches. However, although many studies on the psychology of tourism exist, studies on the prediction of tourist preferences based on their personality are limited. Therefore, we undertook a large-scale study in order to determine how the Big Five personality dimensions influence tourists' preferences for tourist attractions, gathering data from an online questionnaire, sent to Portuguese individuals from the academic sector and their respective relatives/friends (n=508). Using Exploratory and Confirmatory Factor Analysis, we extracted 11 main categories of tourist attractions and analyzed which personality dimensions were predictors (or not) of preferences for those tourist attractions. As a result, we propose the first model that relates the five personality dimensions with preferences for tourist attractions, which intends to offer a base for researchers of RS for tourism to automatically model tourist preferences based on their personality.