The Role of Digital Footprints for Destination Competitiveness and Engagement: Utilizing Mobile Technology for Tourist Segmentation Integrating Personality Traits

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.