Abstract:
The paper outlines an alternative method, based on Louviere's best-worst Scaling (BWS),
which can be used to measure values, product benefits and other trade-off type decisions in
holiday contexts. In a series of studies across four countries we correlated two of Schwartz's
higher level values dimensions with a set of relevant travel benefits to assess the strength of
expected relationships using both traditional rating scales and BWS. The BWS approach
produced more significant correlations, especially in the Eastern countries (China and Korea),
suggesting its use in cross cultural tourism research may be warranted.
