Predicting Vacation Activity Preferences on the Basis of Value-System Segmentation

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Abstract
Personal values have long been considered an important variable for market segmentation. Single values may be grouped on the basis of their importance ratings into higher-order value domains, and the differential weighting of these domains represents an individual's value system. Value systems serve to maintain an individual's self-esteem and consistent behavior in those situations where one or more values may be in conflict. Thus, value-system segments derived from the rating of personal values reflect the fact that multiple values affect behavior. The purpose of this study was to examine whether vacation activity importance ratings differed across segments comprised of tourists homogeneously grouped on the basis of personal value systems. The sample included 394 English-speaking tourists visiting Scandinavia. Four mutually exclusive higher-order value-system segments were identified and found to differ on activity importance ratings. Implications for tour ism marketers are discussed.