Analysis of Personality Traits of Ecotourism Opinion Leaders

Abstract

As ecotourism increasingly emphasizes environmental protection, opinion leaders play a critical role in promoting sustainable travel practices. These leaders, leveraging social media and other platforms, significantly influence consumer travel decisions and behaviors. However, existing research primarily focuses on social media influence, with limited exploration of how personality traits shape their impact. This study explores the relationship between the personality traits of ecotourism opinion leaders and their own background. Using a questionnaire survey and factor analysis, four primary personality factors were identified: Practical Performer, Composed Stabilizer, Creative Thinker, and Warm Collaborator. Further cluster analysis revealed three distinct opinion leader profiles: Steady Performer, Thoughtful Stabilizer, and Empathetic Thinker. Cross-analysis indicated that education level and monthly income exhibited significant differences among these personality clusters. Specifically, higher education and income levels were associated with opinion leaders exhibiting creativity and empathy. This study offers a fresh perspective for understanding the behaviors and influence of opinion leaders in the ecotourism sector.