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 obtained from Taiwan. A multivariate statistical analysis was performed for data analysis. Five clusters identified via cluster analysis: sensitive travelers, cogitative temperate introverted moderate travelers. These exhibited significant differences in traits, perceptions, behavioral By introducing strategies market segmentation that destination managers can use develop better marketing target tourist traits during pandemic outbreaks, this potentially contributes literature risk, satisfaction, intention, applies researchers tourism studies.