A systematic literature review of the personal value orientation construct in hospitality and tourism literature

Although personal value orientation has received the attention of scholars to explain and predict various consumer behaviors, prior research within the hospitality and tourism context has proposed the mismatched fundamental concept and operationalization of personal values and/or has adapted partial aspects of the personal value construct, such as pro-environmental behaviors. Based on the fundamental principles of personal value orientation, this study systematically reviewed studies that focused on personal value orientation by investigating their research context, definitions, theoretical background and measurements, roles and main results. The systematic literature review was conducted with articles published in top-tier hospitality and tourism journals between 2000 and 2018 by identifying research gaps and providing a direction for future research on personal value orientation in those fields.