How Do Personality Traits Affect Travellers' Intention to Participate Collaborative Consumption?

Collaborative consumption has significantly transformed the tourism industry over the last decade. Understanding the role of individual personality traits in shaping travellers' beliefs and intentions to participate collaborative consumption is crucial for its continued growth. This paper focuses on perceived economic reward and enjoyment, identified as important personal beliefs in collaborative consumption. Drawing on the Theory of Planned Behaviour, we examine whether two personality traits, conscientiousness and extraversion, impact participation intentions directly or indirectly through beliefs about economic reward and enjoyment. We focus on ride-sharing, an important sector within tourism industry. Data is collected from a sample of 175 individuals in an emerging economy via an online questionnaire. Contrary to the general perception that economic reward should be emphasized to increase participation intention among all travellers, our findings reveal that economic reward mediates intention only for conscientious individuals. In contrast, extraversion affects participation intention both directly and indirectly through enjoyment.