Abstract:
Values have been related to tourist activities, producing contrasting results in different
studies. This study helps to clarify the relationship between value patterns or segments and
tourist activities using two different approaches to measuring Schwartz’s (1992) values: the
traditional rating scales and best-worst scaling approaches. The two measures suggested very
similar four-cluster solutions that reflected Schwartz’s higher order value dimensions.
Further, the differences in the segments’ tourist related activities were sensible, suggesting
people’s holiday activities were influenced by their values and that tourism operators may
benefit from taking values into account when considering target segments and appropriate
marketing strategy and tactics.
