What Shapes Activity Preferences? The Role of Tourist Personality, Destination Personality and Destination Image: Evidence from Serbia

Understanding activity preferences and their antecedents is essential for creating personalized tourism offers effective destination marketing, vital components of a sustainable destination. Previous studies have provided insights into tourist behavior choices, but without research on relationship with perceptions destinations. The literature still lacks an integrative model exploring the preferences, including characteristics, personality, image, explaining nature relationships between them. This proposes tests structural individual preferences. A survey was conducted sample 502 visitors to Trail Roman Emperors in Serbia. results confirmed influence personality (extraversion, agreeableness, conscientiousness, openness) (sincerity ruggedness) Additionally, revealed significant characteristics image. Managerial implications were given light importance this branding that will support long-term sustainability.