The Big Five personality traits and co-production behaviour of Vietnamese tourists: An extension of the theory of planned behaviour

In the framework of Ajzen’s theory of planned behaviour (TPB), the study is conducted to evaluate the association between The Big Five personality traits and the three types of tourists’ co-production behaviour: co-production behaviour before the trip, co-production behaviour during the trip, and co-production behaviour after the trip. The mediating type of co-production attitude is also clarified in this TPB model. The online and in-person survey methodologies have been used from January to May 2021. The study’s survey subjects are Vietnamese tourists who live and work in Vietnam and have travelled within the last two years. The research results reveal that all three personalities: Extraversion, Openness, and Agreeableness, positively affect the three categories of co-production behaviours, whereas Consciousness and Neuroticism only influence production behaviour during the trip. Two types of mediation: complementary and indirect- only effect of co-production attitude, is clarified. This study contributes to broader TPB theory by analyzing Big Five personality traits in tourist co-production behaviour. Our findings assist tourism businesses in better understanding how visitors’ personalities impact their co-production and assist them in building effective co-production methods. Tourism practitioners should develop different approaches for groups of customers with distinguished characteristics in each stage of their co-production processes.