Conceptual Similarities and Empirical Differences in Theoretical Approaches to Personal Values and Cultural Values Predicting Pro-Environmental Behavior in Hospitality and Tourism

This conceptual paper is about the relationship between cultural value orientations and personal value systems in relation to predicting pro-environmental behavior in hospitality and tourism via a comprehensive literature review undertaken in the social sciences field. Based on the conceptual aspects of this topic, this paper demonstrates awareness of the wider literature and focuses on tourism and hospitality as special kinds of consumer products and behaviors, with consideration of the differences in approaches to the subject of personal values demonstrated by hospitality and tourism scholars. Based on the comprehensive literature review of research on personal values and cultural values, this study proposes conceptual differences and provides some recommendations for using cultural value orientations and personal value systems in the prediction of pro-environmental behavior in the hospitality and tourism study.