A Study On The Relationship Between Personality Traits, Motivation, And Travel Strategy Generative Behavior

With the rapid development of network technology,the growing contradiction between the need for tourists to generate content and the insufficient amount of content generated by tourists has become the main contradiction faced by the development of travel websites.Although the related research has tried to understand the psychology of tourists' content-generating behavior from the perspective of the motivation of tourists'content-generating behavior,by combing the relevant literature,this study finds that the current research on the motivation of tourists' content-generating behavior does not have the validity of motivation measurement,especially the content validity is not high,one-sided emphasis on the motivation of generating content behavior,ignoring the impact of personality traits on the motivation and the content generation behavior of tourists,and insufficient psychological grasp of the content generation behavior of tourists.Therefore,this study intends to take the tourism strategy generation behavior as an example to achieve the following research objectives:on the basis of improving the validity of tourism strategy generation behavior motivation measurement,combining personality trait theory and motivation theory in personality psychology to explore the relationship between personality traits of tourists,motivations of travel strategy generation behavior,and the behaviors.From this perspective,reveal the psychological mechanism of travel strategy generation behavior,comprehensively and deeply understand the psychology of tourist content generation behavior,and guide tourism websites to separate tourist generated content from insufficient dilemma.Specifically,this study uses the literature analysis method,questionnaire survey method and descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis,structural model analysis,bootstrap method and other statistical analysis methods to study the following three parts:(1)Carding empirical studies and theories related to tourist-generated content behavior.(2)Distribute the "motivation questionnaire for tourists to generate raiders in tourism websites" on the spot.Through the collection and analysis of the questionnaire data,identify the main motivations for the generation of tourist strategies,and develop the main motivation scale for the generation of tourism.(3)Based on the main motivation scale of tourism strategy generation behavior,combined with personality traits theory and motivation theory,put forward the research hypothesis of correlation between personality traits,motivation and tourism strategy generation behavior.The questionnaire star was used to publish a"relationship questionnaire on tourist personality traits,motivation,and strategy generation behavior" on the online platform.Finally,the research hypothesis was verified through questionnaire data collection and analysis.Based on the above empirical analysis,the conclusions of this study are as follows:(1)Tourists 'strategy generation behaviors in tourism websites are mainly affected by the main motivations of tourists' strategy generation behaviors composed of pleasure,reciprocity and altruism.(2)The extroverted and conscientious traits of tourists significantly positively affect their generation strategy behavior.The neurotic and pleasant traits do not significantly affect the tourist's generation strategy behavior.The open traits significantly negatively affect the tourist's generation strategy.behavior.(3)The neuroticism,extroversion,openness,pleasantness,and conscientiousness of tourists significantly positively affect the motivation of tourists to generate strategic behavior.(4)The motivation of tourists to generate strategy behavior exerts an intermediary effect in the process of the tourist's personality traits affecting the strategy generation behavior.Among them,the motivation of tourists to generate strategic behavior plays a full mediating effect in the process of neuroticism and pleasantness affecting the tourist's generating strategic behavior;it plays a part of the mediating role in the process of extroversion,openness and conscientiousness affecting the tourist's generating strategic behavior.The innovations of this study are:(1)Reifing the research scenario to a tourism website,taking the tourism strategy generation behavior as an example,identifing the main motivation of tourism strategy generation behavior,and develop the main motivation scale for tourism strategy generation behavior.This improves the measurement validity of the tourist-generated content behavioral motivation measurement scale,and solves the problem that the validity of the motivation measurement was not high due to the previous study of directly using motivation from the user-generated content behavioral motivation study based on research purposes only.The issue of theoretical departure from practice also provides guiding suggestions for tourist websites to escape the dilemma of insufficient tourist generation strategies,at the same time,it supplements the theory of new tourists' behavioral motivation after the tour.(2)On the basis of improving the validity of motivation measurement,this study combines personality traits with motivation based on a new perspective on the theory of personality psychology,starting from the relationship between personality traits,motivation,and travel strategy generation behavior.Revealed the psychological mechanism of tourist generating behavior,that is,the motivation of tourist strategy generating behavior played a full mediating effect in the process of personality traits(neurosis,pleasantness)affecting tourist strategy generating behavior.The influence of sexuality,conscientiousness)on its strategy generation will be enhanced by the partial mediation effect of motivation.This not only supplements the related research in the field of tourism,solves the one-sided problem of related research in the field of tourism,but also confirms through empirical research that the personality trait theory and motivation theory advocated in the field of personality psychology are comprehensively grasping the individual behavior psychology The rationality of the proposal provides new research ideas for such research.