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Personal Values and Travel Decisions
Robert E. Pitts
Arch G. Woodside
This article examines the relationship between personal values and travel or leisure deci sions. Travel/leisure "benefit segments" are developed through cluster analysis of the travel/ leisure criteria of members of a statewide consumer panel. Discriminant analysis models of respondent membership in the benefit segments are determined using personal values. In ad dition, value differences are determined between visitors and non-visitors to each of 10 major recreation/leisure attractions in the state of South Carolina. Application of the "value pro file" to the development of marketing strategy in also discussed.
Journal of Travel Research, Vol. 25, No. 1,
20-25 (1986)
DOI: 10.1177/004728758602500104
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