Predicting Travel Motivation with Personality and Personal Values – The Roles of Big Five Plus Honesty/Humility Personality Traits and Kahle’s Values

ABSTRACT The principal aim of this paper was to investigate the roles of tourists’ personality traits and personal values in shaping their travel motivation. Although previous literature has recognized these constructs as predictors of people’s travel motivation, existing tourism literature lacks studies that combined tourists’ personality, their personal values, and travel motivation within one research framework. Moreover, this paper contributes to existing tourism literature as it was the first to investigate the relationship between personality traits, measured with six personality factors (Big Five plus Honesty/Humility) and travel motivation. Specifically, the present study provides evidence on how the sixth trait – Honesty/Humility interacts with travel motivation. Besides, all nine investigated personal values were confirmed to positively influence travel motivation. Practical implications are discussed in the paper.