The study explores the relationship between a set of vacation motives and personal value systems as they are expressed in the List of Values (LOV) methodology. Survey data from a representative sample of a local community in Norway (n = 401) were collected, and the results indicate that importance ratings of vacation motives can be predicted on the basis of personal value system segments. This finding is also supported when certain key demographic variables are used in conjunction with the personal value systems as segmentation criteria.
Pizam, A. and Calantone, R. (1987) 'Beyond Psychographics — Values as Determinants of Tourist Behavior', Int. Journal of Hospitality Management , No. 3, pp. 171-181; Madrigal, R. and Kahle, L.R. (1994) 'Predicting Vacation Activity Preferences on the Basis of Value-System Segmentation', Journal of Travel Research, No. 3, pp. 22-28.
2.
Rokeach, M. (1968) 'Beliefs, Attitudes, and Values: A Theory of Organization and Change', Jossey-Bass , San Francisco ; Rokeach, M. (1973) 'The Nature of Human Values' , Free Press, New York.
3.
Rokcach, ibid., pp. 161.
4.
Pitts, R.E. and Woodside, A.G. (1986) 'Personal Values and Travel Decisions', Journal of Travel Research, No. 25, pp. 220-225.
5.
Henry, W.A. (1976) 'Cultural Values Do Correlate with Consumer Behavior', Journal of Marketing Research, No. 8, May, pp. 121-127; Vinson , D.E., Scott, J.E. and Lamont, L.M. (1977) 'The Role of Personal Values in Marketing and Consumer Behavior', Journal of Marketing, April, pp. 44-50; Boote, A.S. (1981) 'Market Segmentation by Personal Values and Salient Product Attributes' , Journal of Advertising Research, No. 21, February, pp. 220-35; Pitts, R.E. and Woodside, A.G. (1983) 'Personal Value Influences on Consumer Product Class and Brand Preference' , The Journal of Social Psychology , No. 119, pp. 37-53.
6.
Jackson, G. (1973) 'A Preliminary Bicultural Study of Value Orientations and Leisure Attitudes', Journal of Leisure Research, No. 5, pp. 10-22; Beatty, S.E., Kahle, L.R., Homer, P.M. and Misra, S. (1985) ' Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey', Psychology and Marketing , No. 3, pp. 181-200; Kamakura , W.A. and Mazzon, J.A. (1991) 'Values Segmentation: A Model for the Measurement of Values and Value Systems', Journal of Consumer Research , No. 18, pp. 208-218; Kamakura, W.A. and Novak, T.P. (1992) 'Value-System Segmentation: Exploring the Meaning of LOV', Journal of Consumer Research , No. 19, pp. 119-132.
7.
Luk, S.T.K. , de Leon, C.T., Leong , F.-W. and Li , E.L.Y. (1993) ' Value Segmentation of Tourists' Expectations of Service Quality' , Journal of Travel & Tourism Marketing, No. 4, pp. 23-37.
8.
Grunert, K.C. , Grunert, S.G. and Beatty, S.E. (1989) 'Cross-cultural Research on Consumer Values', Marketing and Research Today, February, pp. 30-39; Mueller , T.E. (1989) ' The Two Nations of Canada vs. The Nine Nations of North America: A Cross-cultural Analysis of Consumers' Personal Values' , Journal of International Consumer Marketing, No. 4, pp. 57-79.
9.
Sukhdial, A.S., Chakraborty, G. and Steger, E.C. (1995) 'Measuring Values Sharpen Segmentation in the Luxury Auto Market', Journal of Advertising Research, January/February, pp. 9-22.
10.
Rustogi, H., Hensel, P.J. and Burgers, W.P. (1996) 'The Link Between Personal Values and Advertising Appeals: Cross-Cultural Barriers to Standardized Global Advertising', Journal of Euromarketing , Vol. 4, pp. 57-79.
11.
Madrigal and Kahl, ref. 1.
12.
Oppedijk van Veen, W.M. and Verhallen , T.W.M. (1986 ) ' Vacation Market Segmentation — A Domain-Specific Value Approach', Annals of Tourism Research, No. 13, pp. 37-58; Shih, D. (1986) 'VALS as a Tool of Tourism Market Research: Pennsylvania Experience', Journal of Travel Research, No. 24, Spring, pp. 2-11; Dalen, E. (1989) ' Research into Values and Consumer Trends in Norway' , Tourism Management, No. 10, pp. 183-186; Mueller , T.E. (1991) ' Using Personal Values to Define Segments in an International Tourism Market' , International Marketing Review , No. 8, pp. 57-70; Klenosky, D.B., Gengler, C.E. and Mulvey, M.S. (1993) 'Understanding the Factors Influencing Ski Destination Choice: A Means-End Approach', Journal of Leisure Research , No. 4, pp. 362-379; Madrigal, R. (1995) 'Personal Values, Traveler Personality Type, and Leisure Travel Style' , Journal of Leisure Research, No. 2, pp. 125-42; Thrane, C. (1997) ' Values as Segmentation Criteria in Tourism Research: The Norwegian Monitor Approach', Tourism Management, No. 2, pp. 111-113.
13.
See ref. 1.
14.
See ref. 2.
15.
Schartz, S.H. and Bilsky, W. (1987) 'Toward a Universal Psychological Structure of Human Values', Journal of Personality and Social Psychology, No. 53, pp. 550-562.
16.
See ref. 6.
17.
Kahle, L.R. , Beatty, S.E. and Homer, P.M. (1986) 'Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Styles (VALS)', Journal of Consumer Research, No. 13, pp. 405-409.
18.
Grunert, Grunert and Beatty, p. 30, ref. 8.
19.
Munson, J.M. (1984) 'Personal Values: Considerations on Their Measurement and Application to Five Areas of Research Inquiry', in Pitts, R. E. and Woodside, A. G. (eds) 'Personal Values and Consumer Psychology' , Lexington Books, Toronto, pp. 13-33.
20.
Kahle, L.R. and Kennedy, P. (1988) 'Using the List of Values (LOV) to Understand Consumers', Journal of Service Marketing , No. 4, pp. 49-56.
21.
Rokcach (1974), see ref. 2.
22.
Madrigal and Kahle, ref. 1.
23.
Beatty, Kahle, Homer and Misra, ref. 6; Kahle and Kennedy, ref. 20; Madrigal and Kahle, ref. 1.
24.
Kahle, L.R. (1983) 'Dialectical Tensions in the Theory of Social Values ', in Kahle, L. R. (ed) ' Social Values and Social Change: Adaption to Life in America', Praeger, New York, pp. 275-284.
25.
Kahle and Kennedy, p. 52, see ref. 20.
26.
See ref. 1.
27.
Homer, P.M. and Kahle, L.R. (1988) 'A Structural Equation Test of the Value-Attitude-Behavior Hierarchy', Journal of Personality and Social Psychology, No. 54, pp. 638-646; Madrigal and Kahle, ref. 1; Madrigal, ref. 12.
28.
See ref. 1.
29.
Kahle and Kennedy, ref. 20.
30.
Kleiven, J. and Thrane, C. (1994) 'The Gjovik Study: A Methodological Report', Working Paper 28 (in Norwegian). Lillehammer College, Norway.
31.
Kim, J.O. and Mueller, C.W. (1978) 'Introduction to Factor Analysis', Sage University Papers 13.
32.
Ibid.
33.
Nunnally, J.C. (1978) 'Psychometric Theory ', 2nd edn, McGraw Hill, New York.
34.
Homer and Kahle, ref. 27.
35.
Calantone, R.J. and Jazanec, J.A. (1991) 'Marketing Management and Tourism', Annals of Tourism Research, No. 18, pp. 101-119.
