How Does Personality Affect COVID-19 Pandemic Travel Risk Perceptions and Behaviors? Evidence from Segment Analysis in Taiwan

This study aims to assess the risk perceptions and travel intentions of travelers who were segmented into groups based on their personality traits. In total, 684 useful questionnaires were obtained from Taiwan. A multivariate statistical analysis was performed for data analysis. Five clusters of travelers were identified via cluster analysis: sensitive travelers, cogitative travelers, temperate travelers, introverted travelers, and moderate travelers. These clusters exhibited significant differences in the personality traits, risk perceptions, and behavioral intentions of travelers. By introducing strategies for market segmentation that destination managers can use to develop better marketing strategies that target tourist personality traits during pandemic outbreaks, this study potentially contributes to the literature on travel risk, satisfaction, and behavioral intention, and applies marketing strategies from researchers in tourism studies.