The relationship between personal values and tourism behaviour: a segmentation approach

The objective of this study was to segment a general population based on their personal values, and then compare the resulting value-based segments in terms of their tourism behaviour. Subsequently, a representative sample (N = 1000) of the Norwegian population was first, through a cluster analysis, divided into four distinct segments by personal values. These segments were labelled as traditional idealists, modern idealists, traditional materialists, and modern materialists. The four segments were then, through a MANOVA, compared based on tourism behaviour (i.e. a set of push and pull travel motives, and a set of travel activity preferences). The results indicated that the segments statistically differed. For instance, the idealists (both traditional and modern) considered hedonistic travel motives more important than the materialists (both traditional and modern). Theoretical and practical implications are also provided.