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This work aims to introduce the usefulness of the concept of value for tourism research both conceptually and empirically. Destination and tourism services can be better understood if analysed through the multidimensionality of value, as the tourist can simultaneously experience several factors: affective and cognitive, social and personal, active and reactive.

From literature review, Holbrook's conceptual framework (definition and typology) is chosen to investigate the dimensionality of consumer value in a travel‐related context (students' tourism behaviour). An empirical investigation on one of his conceptual axes – the relativistic character of consumer value – is presented.

Several research questions are proposed regarding the relativity of value, using the t‐test contrast of hypothesis: dimensions of value (efficiency, quality, play, aesthetics and social value) and a measure of overall perceived value are tested as being personal (they vary across people), comparative (with differences among objects) and situational (specific to the context).

The results presented can fully confirm the relativistic character of value dimensions; hence, the value concept is useful for analysing tourism experiences. Nevertheless, the analysis is made interpersonally. Real intrapersonal measurements on these variations with longitudinal studies are recommended for further research. The scope of this work could be broadened by testing additional axes of Holbrook's typology.

Tourism managers should regard the helpfulness of perceived value as a segmentation tool. Because of its multidimensionality, different facets of services value can be enhanced for different consumers, reinforcing in this way the strategic usefulness of value.

Although Holbrook's types of value have been the subject of several conceptual debates there are very few empirical works on it. Any multidimensional approach to value shows the richness and complexity of the value concept, but Holbrook's dimensionality is particularly interesting because it encompasses and interrelates all relevant facets of the tourism experience.

Ranging from the romanticism era to the postmodern paradigm and the experiential approach, this chapter reexamines the fundamental roots of the consumption experience concept while addressing the conceptualizations and nature of customer experience. In this context, the concept of customer experience in the tourism field is outlined. We set out to readdress the essence of the customer experience in the light of the consumer value (CV) as a relevant empirical ground to study it. Hence, this chapter revisits the intricate epistemological and methodological connection of the customer experience to CV. This leads to a rediscussion of the key role of customer introspection approach while outlining the narration side in studying this intimate connection of both concepts in the tourism field.

In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The purpose of this paper is to find construct validity for a multidimensional value scale based on Holbrook’s proposal.

Based on a literature review, a qualitative phase, and consultation with an expert, eight value scales (efficiency, service quality, play, aesthetics, status, esteem, ethics, and escapism as an adaptation of spirituality) are tested on a sample of 585 hotel customers and are further analyzed with simple and partial correlations, multiple regressions, and structural modeling.

Following the literature on the merits of Holbrook’s value typology, results are presented in three concatenated phases: validation of Holbrook’s eight value scales corresponding to his eight value types; interrelationships between these value types showing a predominance of the extrinsic-intrinsic and self-other dimensions; and construction of six indices based on the 2×2×2 matrix (self, other, extrinsic, intrinsic, active, and reactive) and a value index as a higher-order representation. The results support Holbrook’s typology, thereby supporting construct validity for the multidimensional scales.

Implications for further conceptual research on value are presented. Meanwhile, the empirical study is context-specific, i.e. related to a hospitality experience.

Although Holbrook’s typology has gained widespread attention, to the best of the authors’ knowledge, no previous research has tested all eight value types simultaneously in the same empirical work.

The purpose of this paper is to profile grocery retailers in terms of seven value types based on Holbrook’s value typology; to link these value types to three key outcomes (i.e. satisfaction, repurchase intention, and word-of-mouth); and to evaluate the impact of the retail format on performance and importance of the seven value types.

For each retail format, the authors administered a consumer survey, resulting in an aggregate sample of 392 respondents. The authors used partial least squares structural equations modeling to test the relationships between the value types and key outcomes (i.e. importance) and ANOVAs to examine cross-format differences between latent variable scores of the value types (i.e. performance).

The three retail formats included in the study perform differently on Holbrook’s value types (e.g. non-discounters excel in terms of aesthetic value and play, compared to hard and soft discounters). Furthermore, this study reveals that the strategic importance of each value type depends on the key outcome (e.g. whereas efficiency is the main source of satisfaction, play mainly drives the other two outcomes).

The authors randomly assigned respondents to one of the three retail formats irrespective of their personal preference or patronage. To conduct value-based segmentation, respondents should evaluate either their preferred format or all supermarkets.

This study offers positioning advice to retail managers, according to their format and strategic objectives.

Unlike previous research, this paper provides a cross-format comparison of retailers based on a three-dimensional value typology and its key outcomes.

The context of marketing and service research is rapidly changing as a result of advances in academic research and business practice. This has implications for our understanding of customer value. The purpose of this paper is to provide an update on customer value given today’s context (including recent advances such as technologies, human contact, collaborative consumption, service ecosystems and transformative service research); to revise Holbrook’s value typology; and to propose a research agenda.

This paper uses a conceptual approach that is rooted in the service and marketing literature.

The contribution of this paper is threefold. First, this paper presents an evolved view on customer value which accounts for recent advances in academic research and business practice. Second, this paper updates Holbrook’s value typology by revising existing value types as well as identifying additional value types; and offers guidelines for measuring and modeling customer value. Third, this paper proposes a research agenda to guide and stimulate future value research.

This paper provides an update on customer value, which is one of the most fundamental concepts in service and marketing research. This updated perspective has been approved and applauded by Morris B. Holbrook, one of the founding fathers of value research.

The purpose of this paper is to present volunteering in tourism events as a sort of spontaneous community participation that has far‐reaching consequences for destination management. It chooses the concept of value to explore volunteering experience in an international religious mega‐event, using Holbrook's value typology (efficiency, social value, play, spirituality).

The authors undertake this objective by means of testing psychometric properties of the four value scales, as well as providing a causal model of relationships among value dimensions and overall perceived value, satisfaction and loyalty or commitment to volunteering in a special event tested with MBPLS, a particular algorithm for the partial least squares methodology.

The results confirm the reliability and validity of the scales tested in a sample of 1,638 volunteers, collected via e‐mail from the database of a religious mega‐event held in Valencia in July 2006. They also confirm a relationship among overall perceived value, satisfaction and loyalty or commitment as a chain of behavioral constructs.

One can find implications for the relevant weight of volunteers as peculiar stakeholders of mega‐events. For consumer behavior researchers, the chain of effects among value dimensions and behavioral constructs is once more relevant, although the findings are only related to volunteers at religious events.

For destination marketing managers, this study can throw light on the profile of volunteers for event marketing and how they behave in their own experience as relevant stakeholders in the organization of a mega‐event.

Very few works devote their interest to value dimensionality in a marketing event context, despite the richness of that sort of tourism experience. Perceived value, satisfaction and loyalty or commitment have been investigated among volunteers in sport or cultural mega‐events, but rarely in religious mega‐events.

Within the abundant and not always unanimous body or research on conceptual and methodological approaches to consumer value in services, there are two areas of relative consensus: the multidimensional nature of value (intra-variable approach) and the existence of causal relations with other constructs (inter-variable approach). This work aims to contribute additional knowledge in both areas, with a joint approach in a structural model tested for hospitality services.

The study proposes four scales of intrinsic values (entertainment, aesthetics, ethics and spirituality as relaxation), based on Holbrook’s (1999) value typology, and a casual model to be used to measure the relationships between these four values and overall perceived value, satisfaction and loyalty. The model is tested with PLS on a sample of 585 hotel guests on the island of Sardinia (Italy).

The psychometric properties of all four value scales, created ad hoc, are tested and approved. Results on the causal model show contrasted links on the intra-variable approach, entertainment, aesthetics and spirituality (measured as relaxation), are positive antecedents of perceived value, while the path ethics-overall value is not confirmed. The value–satisfaction–loyalty chain is fully confirmed, with strong linkages.

The authors acknowledge the use of a convenience sample, of mainly leisure tourists.

The implications for managers are derived on the need of considering extra drivers (intrinsic and therefore fully experiential) of satisfaction and loyalty.

Research on value has been qualified as not univocal and controversial. This study adds knowledge on the use of four less common value types (intrinsic ones) and sheds light on their nature as antecedents of the well-known value–satisfaction–loyalty chain.

The purpose of the part 1 of the series of Viewpoint papers is to examine approaches to identifying the value of library and information services, using concepts from the marketing literature, and stressing the importance of co-creating value with the service users.

The literature review examined some of the approaches to considering value and value creation from the marketing literature. Considers approaches such as narrative based marketing, holistic value frameworks, and concepts such as value creation, value-co-creation, value constellations and service dominant logic.

Shows how “marketing a narrative” can be achieved for different types of library and information service. Demonstrates how the Holbrook’s typology, with three sets of value perspectives can be used to obtain a holistic view of the value of a library and information services. Examines how some of the value creation ideas have been, and could be applied to evaluation of library and information services.

Uses ideas drawn from the marketing literature to propose novel approaches to assessing the value and impact of library services. These approaches suit current changes in service culture, and emphasise working together with users to co-create value.

To thrive in today's competitive marketplace, businesses constantly need to search for opportunities to develop and be tuned into consumers as innovators. With this in mind, the purpose of this paper is to further understandings of the ways in which consumers transform ordinary products to serve their everyday needs; and broaden appreciation of the role observational research plays in opportunity identification.

A hermeneutic approach to observational research is adopted, incorporating both subjective personal introspection (SPI) and videography to discover one family's unusual usage behaviours.

Analysis, following Holbrook's typology of consumer value, reveals examples of innovative behaviours for the four active consumer value types of efficiency, status, play and ethics, while identification of the reactive value types of aesthetics, esteem, excellence and spirituality proves more difficult.

This research suggests alternative approaches for future research into opportunity identification, making use of videography and SPI. Moreover, the current work emphasises that innovation and the creative require consideration of the relational rather than just self‐seeking behaviours, needs or events.

This paper illustrates two research methods infrequently used, SPI and videography, positioning both as valuable tools for opportunity identification.