Individual Values and Holiday Preferences

Abstract

This chapter aims to explore relationship between individual values and holiday preferences. Values as standards of assessing behaviors are often used in tourism research and have been connected to tourists’ behaviors and activities preferences. In this chapter, Schwartz Value Survey (Schwartz, 1992) was used to determine individual values. Holiday preferences were evaluated on a Likert scale using two separate lists: types of destination (e.g., seaside, city) and forms of holiday (e.g., local, short). Sample consisted of 120 university students in Serbia. Results show that there is a correlation between values and holiday preferences. Implications are further discussed in the chapter.

Citation

Jovanovic, T. (2014), "Individual Values and Holiday Preferences", Tourists’ Behaviors and Evaluations (Advances in Culture, Tourism and Hospitality Research, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 49-57. https://doi.org/10.1108/S1871-317320140000009005