The Big Five personality traits and co-production behaviour of Vietnamese tourists: An extension of the theory of planned behaviour

In the framework of Ajzen’s theory planned behaviour (TPB), study is conducted to evaluate association between The Big Five personality traits and three types tourists’ co-production behaviour: before trip, during after trip. mediating type attitude also clarified in this TPB model. online in-person survey methodologies have been used from January May 2021. study’s subjects are Vietnamese tourists who live work Vietnam travelled within last two years. research results reveal that all personalities: Extraversion, Openness, Agreeableness, positively affect categories behaviours, whereas Consciousness Neuroticism only influence production Two mediation: complementary indirect- effect attitude, clarified. This contributes broader by analyzing tourist behaviour. Our findings assist tourism businesses better understanding how visitors’ personalities impact their them building effective methods. Tourism practitioners should develop different approaches for groups customers with distinguished characteristics each stage processes.