Schwartz Values Clusters and Tourists' Activities

Otago University
Publication Type:
Conference Proceeding
Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 102 - 108
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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.
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