The role of digital footprints for destination competitiveness and engagement: utilizing mobile technology for tourist segmentation integrating personality traits

Moisa, Delia ORCID: https://orcid.org/0009-0000-9365-7893 , Parapanos, Demos ORCID: https://orcid.org/0000-0001-8720-3334 and Heap, Tim (2025) The role of digital footprints for destination competitiveness and engagement: utilizing mobile technology for tourist segmentation integrating personality traits. International Journal of Tourism Research, 27 (1).

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Abstract

This study presents a novel approach to tourism market segmentation by integrating personality traits to enhance traditional demographic methods. In partnership with Cumbria Tourism (local DMO), this study conducted in Cumbria, UK, home of the Lake District National Park, the research utilized 1217 quantitative surveys to analyse visitor personality traits, motivations, and activities. Through factor and cluster analysis, five unique visitor segments were identified: Reserved Explorers, Culturally Curious, Diligent Adventurers, Social Explorers, and Balanced Explorers. Each segment displayed distinctive traits, motivations, and activities, further supplemented by chi‐square tests that highlighted socio‐demographic differences. The findings underscore the value of incorporating personality traits through digital footprints for dynamic segmentation. This methodology not only offers deeper insights into visitor profiles, but it also aids in developing customized marketing strategies and products, determining activity preferences and providing a competitive edge for tourism destinations globally.

Item Type:	Article
Journal / Publication Title:	International Journal of Tourism Research
Publisher:	Wiley
ISSN:	1522-1970
Departments:	Institute of Business, Industry and Leadership > Business
Additional Information:	Delia Gabriela Moisa, Doctoral Researcher; Demos Parapanos, Lecturer in Tourism Management; and Tim Heap, Senior Lecturer in Tourism Management - all of the Institute of Business, Industry & Leadership, University of Cumbria, UK. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
Depositing User:	Insight Administrator
SWORD Depositor:	Insight Administrator
Date Deposited:	25 Feb 2025 10:26
Last Modified:	27 Feb 2025 11:00
URI:	https://insight.cumbria.ac.uk/id/eprint/8645

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