Tourist Profile Based on Astrological Elements

Abstract

This article approaches the tourist profile subject with an astrological view and, more specifically, with the astrological elements view. There are discussions about psychographic segmentation, motivations and the tourist consumer behavior and his/her personality according to the side of astrology which influences basic patterns of perception of individuals: the astrological elements Fire, Earth, Air and Water. The goal is to analyze the possibility of astrology to influence desires, choices and/or decisions related to a conscious consumption of touristic activities and services. Additionally, tourist activities that correspond with each astrological element characteristics are presented. The research has an exploratory character and, through the questionnaires application and the preparation of the horoscope, searches if people are aware or not of their perceptions according to the astrological elements, those which influence them in a dominant way. Each astrological element has a group of specific characteristics to that element, where two of four elements exert a greater influence on the person, while the other two elements usually act unconsciously. The results of the research show relation with this definition, where the majority of the interviewed are conscious of two or one of their dominant astrological elements. This tourist’s consciousness can present a new way to look to tourism.