Analyzing the Impact of Personality Traits on motives of tourist adopting Online Channel in Travel Industry of Udaipur

This research paper aims at analyzing the impact of personality trait on motives of adopting online channel in Travel Industry of Udaipur. The responses of 172 travelers were collected to derive results for establishing the relationship between personality trait and motives of adopting online channel for travel industry. This study was carried out in two steps followed simultaneously; users were asked to fill Big Five Personality form to ascertain their individual Big Five personality trait and secondly they were asked to rank the motives of adopting online travel booking channel. After analyzing the collected data it was found that out of 172 online travel booking users 158 i.e. 91.86% of users were having high score on Ease of use, Convenience, and Price. Further-more out of different motives, usefulness and perceived control were found to be influencing factor for motivating users to adopt online travel booking. It was remarkably found that online travel booking users once adopt the channel they become habitual of using the same. Finally it was concluded that uses go ahead with installing applications on mobile devices, signing up with travel sites and follow the blogs.