Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults

Sheng Ye; Geoffrey N. Soutar; Joanne N. Sneddon; Julie A. Lee

doi:10.1016/j.tourman.2016.12.023

Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults

Sheng Ye, Geoffrey N. Soutar, Joanne N. Sneddon, Julie A. Lee

Research output: Contribution to journal › Article › peer-review

34 Citations (Scopus)

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.

Original language	English
Pages (from-to)	107-109
Number of pages	3
Journal	Tourism Management
Volume	62
DOIs	https://doi.org/10.1016/j.tourman.2016.12.023
Publication status	Published - 1 Oct 2017

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10.1016/j.tourman.2016.12.023

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Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults

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