Self-monitoring as a key to the tourist: Potential scenarios and some propositions

Abstract

The present paper attempts to develop theoretical explanation for tourist disposition and behaviour, employing the hitherto unused self-monitoring construct and it argues that self-monitoring can provide many valuable insights into our understanding of the tourist. It is developed as sequel to a number of case studies undertaken previously, insights from which are weaved together with available literature to extend the scope of the theory. It examines what self-monitoring can inform us about the sources of tourist satisfaction and dissatisfaction, tourists' complaining and complimenting behaviour, differences in attribution, innovation orientation, and loyalty. It also provides a number of potential directions for future research.