An Exploratory Study of the Relationship Between Human Values and Information Sources Within a Tourism Framework

Throughout the years researchers and industry professionals from diverse disciplines have advanced methods for predicting consumer behavior. The primary purpose of this study is to investigate the relationship between individuals' personal values and information sources. The secondary purpose is to identify significant relationships between personal values and selected demographics. Rokeach's value theory and Kahle's social adaptation theory serve as the theoretical framework. Findings yielded three personal values factors: hedonic, interpersonal and achievement. Five information sources factors also were identified: journalism, advertising, organizational, interpersonal, and new media.