On Effects of Personality Traits on Travelers’ Heterogeneous Preferences: Insights from a Case Study in Urumqi, China

Personality is a psychological concept which reflects people’s characteristic patterns of thoughts, feelings, and behavior. In this sense, it straightforward to state that behavior fundamentally affected by their personalities. However, the personality rarely considered in most travel studies. Given fact, paper aims investigate effect traits on travelers’ heterogeneous preferences context air itinerary choice. To end, stated choices for information reflecting were collected. After defining specific based collected data, hybrid choice model with interaction effects between traits/socio-demographic characteristics alternative-specific attributes established estimated next contributions socio-demographic compared analyzed. The results confirmed preferences. also revealed magnitudes such are not as great characteristics.