FROM TRAITS TO AWARENESS: PERSONALITY-DRIVEN INSIGHTS FOR SUSTAINABLE TOURISM GOVERNANCE

Abstract

This study explores the pathway from individual personality traits to sustainable tourism awareness, integrating psychological, environmental, and socio-cultural perspectives. Drawing on the Big Five Personality Inventory and the Sustainable Tourism Awareness Scale, data were collected through a large-scale survey (n = 1,449) and analyzed using multiple regression techniques. Findings reveal that conscientiousness and openness to experience are the strongest predictors of sustainable tourism awareness, while agreeableness and extraversion show moderate associations.

From a local governance perspective, the results highlight how understanding residents’ personality-driven sustainability profiles may assist municipalities and local tourism authorities in developing targeted awareness campaigns, participatory programs, and community-based initiatives. The study provides to the discourse on local self-government and sustainable policy design, emphasizing the psychological foundations of environmental and social responsibility.