A Review of Empirical Research on Plog's Psychographics in Tourism

Abstract

One of the most well-known, seminal models in the tourism field is the one proposed 50 years ago by Stanley C. Plog. His venturesomeness model has been widely cited in journal articles, textbooks, and has also been used as a reference for planning and designing tourism marketing projects. However, empirical research using Plog's psychographics has yielded varied results, some of which have corroborated his model, while others have found partial or no support for some postulates. Therefore, the purpose of this chapter is to offer an exhaustive review of 47 studies in the literature which have employed Plog's venturesomeness concept to examine travelers' personality traits, attitudes, and behavior, synthetizing empirical findings and drawing conclusions from the cumulative results. A discussion of the model's contribution to the current body of knowledge, managerial implications for tourism practitioners, and directions for future research are presented.

Citation

Cruz-Milán, O. (2024), "A Review of Empirical Research on Plog's Psychographics in Tourism", Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing, 2nd Edition, Emerald Publishing Limited, Leeds, pp. 1-32. https://doi.org/10.1108/978-1-80455-888-120241001