A review of personality research in the tourism and hospitality context

Rosanna Leung, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

75 Citations (Scopus)


Most commentators agree that human relations are central to tourism and hospitality. Different personalities thus display different reactions to the same task. This article provides an overview of prior studies on personality in the context of tourism and hospitality. Using EBSCOHost's Hospitality & Tourism Index, the largest online database for tourism and hospitality research, we analyzed published articles on the topic. Broadly speaking, prior studies can be grouped into the seven dimensions of disposal, biological, intrapsychic, cognitive, social, and adjustment in personality research, plus brand personality. Interestingly, our results show although the Internet has become one of the major marketing channels for hospitality and tourism, only a small number of published articles are related to consumers' online behavior. We thus propose that this area be further researched in the future.
Original languageEnglish
Pages (from-to)439-459
Number of pages21
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 5 Aug 2010


  • Hospitality research
  • Personality
  • Tourism research

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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