Destination image and personality in workation tourism

Workation represents an emerging and intriguing alternative type of tourism that integrates work and leisure. While it has gained substantial popularity, scholarly research in this field has been relatively constrained, particularly regarding the role of destinations. This study addresses this research gap by investigating the most salient attributes characterising an ‘ideal workation destination’. We present a theoretical model integrating components from the destination image and personality frameworks and employ fuzzy-set qualitative comparative analysis on a sample of 213 individuals. Compared to past work exploring the workation concept, experiences, and workationer characteristics, our research focuses on the attributes of destinations that make them attractive for this emerging tourism trend. The findings categorise workationers based on the destination attributes they prioritise, identifying three main groups: outdoor enthusiasts, extroverts, and hipsters. Understanding workationers’ diverse preferences regarding destination attributes enables tourism providers and destination management organisations in remote and undiscovered destinations to tailor their offerings and attract tourism flows seeking unique work-leisure experiences. This approach can support the revitalisation of these areas, enhancing their appeal and sustainability.