This article examines the relationship between personal values and travel or leisure deci sions. Travel/leisure "benefit segments" are developed through cluster analysis of the travel/ leisure criteria of members of a statewide consumer panel. Discriminant analysis models of respondent membership in the benefit segments are determined using personal values. In ad dition, value differences are determined between visitors and non-visitors to each of 10 major recreation/leisure attractions in the state of South Carolina. Application of the "value pro file" to the development of marketing strategy in also discussed.
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