Personality and identity

There are longstanding and inherent links between participation in tourism and hospitality services and personality and identity. For example, such links form the basis upon which many millions of consumers strive to ‘get a suntan’ as an outward indicator of their ability to, and participation in, holiday-taking. Therefore, using personality and identity to segment consumer markets is especially useful for tourism as where we have been and, or, the activities in which we participate whilst we are there becomes an expression about who we are, and how we would like to be seen by other people.

Using personality and status or identity is particularly useful in relation to niche or specialist products such as adventure holidays or those including a particular sport or activity. But it can also relate to brands, particularly where brands take on a public personality. An example of this is branded restaurants and hotels. The name Ritz in the context of hotels is synonymous with the rich and famous. Choosing to stay or dine at the Ritz says something about the personality of those that choose to do so.