How Personal Values Govern the Post-Visit Attitudes of International Tourists

The goal of this study was to test the hypothesis that personal values mediate the specific sources of pleasure and positive affect (or displeasure and negative feelings) arising from a tourist's visit to a foreign city. Using people's personal values as clustering variables, three tourist segments were identified, each placing a different importance on the security-and-respect value dimension and the fun-enjoyment-excitement value dimension. The reuslts partially confirm the general hypothesis that international tourists with differing value priorities derive their post-visit affect from different aspects of the city visist-security aspects, recreational aspects, or avoidance aspects. The marketing implications of these findings are discussed.