Question 1 (25 marks)

'People who like bungee jumping and skydiving exhibit particular personality

traits and they search for new and exciting ways to spend their leisure time.

Reports show that the market for adventure tourism has grown and new

service providers have entered the industry in response to growing demand'

(Solomon et al., 2019).

(a) Describe the Big Five Personality Dimensions and outline whether personality

can predict consumer preferences for a brand, product or service (15 marks).