A Study on Working Holiday Maker’s Personality Traits, Travel Risk Perception and Travel Destination Choice: A Case Study of Working Holiday in Australia

• Main Authors: Yi-Ling Liu, 劉怡伶
• Other Authors: John Ta-Ming Wang Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/24063350254572334515

碩士 === 銘傳大學 === 觀光事業學系碩士班 === 100 === This study attempted to discuss the personality traits, travel risk perception, and travel destination choice of working holiday makers who chose Australia as their destination. Online questionnaires were distributed from January to April of 2012, a total of 338 samples were collected. The data were analyzed using SPSS19.0 statistics software. The results showed that working holiday makers are mostly females, and their personality types include agreeableness, openness, and conscientiousness. Among the personality types, conscientiousness, agreeableness, and openness have significant influences on travel risk perception. The personality type of extraversion has a significant influence on travel destination choice, while travel risk perception also significantly influences participants’ travel destination choice. In addition, this study found that the personality type of conscientiousness has moderating effects on the relationship between travel risk perception and travel destination choice. According to the above findings, this study suggests that travelers planning to partake in working holiday should be aware of the influence of travel risk perception on travel destination choice. Government should also proactively establish working holiday communication networks, provide comprehensive information on working holidays, as well as provide travel safety insurance systems. In the future, members of the travel industry may also design a multitude of travel choices suited to working holiday makers of different personality types. This may help to reduce travel risk as well as increase the number of visa applicants applying for working holidays.