Introversion and extraversion in traditional and virtual tourism: A systematic literature review
Abstract
This study presents a systematic review of research on the psychological dimensions of traditional and virtual tourism, with a particular focus on the role of introversion and extroversion in shaping tourist preferences and experiential outcomes. Drawing on the existing literature, the review advances a conceptual contribution by positioning personality traits as mediating mechanisms between tourism modality (traditional versus virtual) and experiential satisfaction, and by framing hybrid tourism as a psychologically adaptive model. The analysis synthesizes studies that examine tourist motivations, preferences, and satisfaction across different tourism environments. The reviewed findings suggest that individuals with introverted personality orientations tend to prefer calm, low-intensity, and minimally interactive settings, which closely aligns with the experiential affordances of virtual tourism. In contrast, extroverted orientations are more commonly associated with preferences for traditional tourism experiences, characterized by social interaction and high levels of engagement. The review further highlights the growing relevance of virtual tourism, driven by advancements in virtual and augmented reality technologies, and its capacity to complement, rather than replace, traditional tourism through hybrid practices. By integrating psychological perspectives into tourism research, this study contributes to a deeper understanding of how individual differences influence tourism experiences, while also outlining the implications, limitations, and directions for future research.