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

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.

Suggested Citation

  • Ye, Sheng & Soutar, Geoffrey N. & Sneddon, Joanne N. & Lee, Julie A., 2017. "Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults," Tourism Management, Elsevier, vol. 62(C), pages 107-109.
    • Handle: RePEc:eee:touman:v:62:y:2017:i:c:p:107-109
    DOI: 10.1016/j.tourman.2016.12.023
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Goh, Edmund & Ritchie, Brent & Wang, Jie, 2017. "Non-compliance in national parks: An extension of the theory of planned behaviour model with pro-environmental values," Tourism Management, Elsevier, vol. 59(C), pages 123-127.
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    Cited by:

    1. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    2. Quoc Nghi Nguyen & Thi Hong Loc Hoang & Van Nam Mai, 2022. "Applying the Theory of Planned Behavior to Analyze Household Energy-Saving Behavior," International Journal of Energy Economics and Policy, Econjournals, vol. 12(5), pages 287-293, September.
    3. Muhammad Saeed Ashraf & Naeem Akhtar & Rana Umair Ashraf & Fujun Hou & Muhammad Junaid & Syed Ali Ashiq Kirmani, 2020. "Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China," Sustainability, MDPI, vol. 12(8), pages 1-18, April.
    4. Jennifer Heiny & Icek Ajzen & Ingrid-Ute Leonhäuser & Peter Schmidt, 2019. "Intentions to Enhance Tourism in Private Households: Explanation and Mediated Effects of Entrepreneurial Experience," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 5(2), pages 128-148, July.

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