The relationship between personal values and behaviours in a tourism context

This doctoral thesis examines the relations between personal values and behaviours in tourism contexts. Personal values are broad life goals that indicate what is important to people in their lives and serve as guides to people's attitudes and behaviours. Using three empirical studies, this thesis demonstrates how people attribute personal values to others, including destinations, and how personal values impact decisions making. The findings contribute to the literature by providing new knowledge about implicit theories of values, new tool to assess destination values and a new understanding of how tourists' own personal values guide their holiday preferences.