Honors Theses

Document Type

Thesis

Date of Completion

Spring 4-30-2026

Academic Year

2025-2026

Department

Communications

Academic Major

Integrated Marketing and Communications

Faculty Advisor

April Fatula, M.S.

Abstract

This study examines the influence of personality typing (as outlined by the International Personality Item Pool test structure) on travel decision-making as it relates to marketing matrix strategies. Understanding the relationship between personality type and travel is crucial, as individuals will have different need hierarchies and place decision-making factors on different levels of priority. This study uses the theoretical frameworks of Clifford Geertz and Michael Pacanowsky (Cultural Approach to Organizational Communication) and Judee Burgoon (Expectancy Violations Theory) to inform, direct, and explain the results of the completed research. A total of 261 participants were asked to take a survey outlining personality type, travel type, and marketing preference questions. These responses were then analyzed using both simple analysis and Pearson r correlation testing. Findings from the study contribute to the broader understanding of how marketing strategy is enhanced by target audience research and specific cultural application. These insights have implications for future research on marketing effectiveness, personality typing in predictive analysis, and specific travel industry needs, potentially informing an integrated and highly engaging approach aimed at enhancing marketing efforts within this specific industry.

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