Linking Personal Value, Tourist Personality, and Preference for Attributes at a Destination Level
In the extent literature, personal value, tourist personality, and preference are three important concepts that have
been widely studied; however, there is yet little research directed at a tourism destination. The study aims to provide insights
into the value, personality, and preference of tourists who visit sites associated with tourism in the Kinmen Island of Taiwan.
Based upon an empirical investigation, the study will draw upon the effective responses of 600 tourists who have visited this
island. This study will contribute to the marketing literature from both an academic and practical perspective. The research
findings are expected to theoretically contribute to a better understanding of the value-and-personality factors affecting
tourist preferences for attributes in island tourism, and how they represent a basis for increasing tourist satisfaction and
behavioural intentions with reference to tourist loyalty. The value-personality-preference mechanisms and factors assessed in
this study may be considered to be incorporated into marketing strategies. Additionally, the study result will also provide a
viable basis for tourism authorities concerned to reevaluate the essence of its tourism industry.
Keywords - personal value, tourist personality, preference, attraction, destination.