Destined to travel? Unlocking the genetic roots of tourist behaviour
Author Identifier (ORCID)
Fangli Hu: https://orcid.org/0000-0002-5188-3187
Wei Wang: https://orcid.org/0000-0002-1430-1360
Abstract
Traditional studies on tourist behaviour primarily adopt perspectives from economics, sociology, psychology and anthropology, often treating tourists as rational economic agents making utility-maximising decisions. While this framework has provided valuable insights, it limits theoretical advancements by neglecting the biological foundations of behaviour. Fundamental questions in tourism research remain insufficiently addressed: What motivates people to travel? What factors contribute to individual differences in tourist behaviours? Given the growing recognition of genetic influences on human behaviour and the increasing complexity of tourist behaviour, it is crucial to introduce new theoretical perspectives, such as the Darwinian view of evolution, to explore how genetic factors shape tourist behaviour. This interdisciplinary study pioneers an investigation into the molecular underpinnings of tourism behaviour by integrating genetic insights into tourism research, emphasising an emerging intersection between tourism and genetics. A conceptual model is developed to elucidate the mechanisms through which genes influence tourist behaviour, supported by four illustrative examples. Additionally, this study specifies future research directions from five perspectives, covering key topics, research methods and measurement indicators. It establishes a transformative explanatory framework for tourist behaviour and lays the groundwork for a paradigm shift in tourism studies. Findings from this research agenda will inform industry practices and policymaking.
Keywords
Gene, human behaviour, interdisciplinary research, new research agenda, theoretical breakthrough, tourist behaviour
Document Type
Journal Article
Date of Publication
1-1-2026
Publication Title
Tourism Recreation Research
Publisher
Taylor & Francis
School
School of Medical and Health Sciences
Copyright
subscription content
Comments
Hu, F., Wen, J., Ying, T., Goh, B. K., & Wang, W. (2026). Destined to travel? Unlocking the genetic roots of tourist behaviour. Tourism Recreation Research. Advance online publication. https://doi.org/10.1080/02508281.2026.2637466