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Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults
Affiliation:1. University of South Australia, School of Management, South Australia, 5000, Australia;2. Edith Cowan University, School of Business and Law, Western Australia, 6027, Australia;1. Oxford Brookes Business School, Department of Marketing, Oxford Brookes University, United Kingdom;2. International Centre for Research in Tourism, Hospitality and Events, Leeds Beckett University, United Kingdom;1. Linnaeus University, Department of Organisation and Entrepreneurship, 391 82, Kalmar, Sweden;2. University of North Texas, Mayborn School of Journalism, 1155 Union Circle #311460, Denton, TX 76203, USA;3. University of Georgia, Warnell School of Forestry and Natural Resources, Natural Resources, Recreation and Tourism Program, Athens, GA 30602, USA;1. Nature-based Tourism Research Group, School of Arts (Tourism), Murdoch University, 90 South Street, Murdoch WA 6150, Australia;2. Nature-based Tourism Research Group, School of Veterinary and Life Sciences, Murdoch University, 90 South Street, Murdoch WA 6150, Australia;3. Nature-based Tourism Research Group, School of Arts (Chair of Tourism), Murdoch University, 90 South Street, Murdoch WA 6150, Australia;1. Hospitality and Tourism Management Program, College of Business, Florida Atlantic University, 777 Glades Road, FL 337, Boca Raton, FL 33431, United States;2. Department of Recreation, Park, and Tourism Studies, Indiana University Bloomington, 1025 E 7th St, Bloomington, IN 47405, United States;3. Department of Psychological and Brain Sciences, Indiana University Bloomington, 1101 E 10th St, Bloomington, IN 47405, United States
Abstract:
Prior studies have ignored information inherent in the structure of people's values when investigating their impact on tourism decisions. This study examined how personal values trade-offs along two bipolar values dimensions (self-enhancement versus self-transcendence and openness-to-change versus conservation) impacted young adults' travel decisions. A two-staged survey of 299 young adults obtained personal values (at time 1) and value-expressive holiday preferences within a theory of planned behaviour (at time 2). Both bipolar values dimensions predicted attitudes, subjective norms and perceived behavioural control towards value-congruent holidays. The total effect of personal values on intentions was larger than that of subjective norms for both dimensions and larger than that of perceived behavioural control for the self-transcendence verses self-enhancement dimension.
Keywords:Schwartz's value theory  Values systems  The theory of planned behaviour  Young adult travel decisions
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