Human values and tourism perception: a new approach in residents’ perceptions

Abstract

ABSTRACT This study examines how Basic Human Values (BHV), as Schwartz (Schwartz, S. H. (2012) can guide the selection of new tourist activities for development in Guimarães, Portugal. Two surveys, one based on the European Social Survey (2018) methodology for assessing BHV (Survey 1), and the other created to incorporate additional questions about residents’ perceptions of tourist activities in the municipality (Survey 2), were administered to 400 residents. Additionally, semi-structured interviews were conducted with 30 key stakeholders from public, private, and other local sectors (a proxy for residents). Findings indicate residents take pride in their past but seek innovations in culture, nature, and start-ups, with new events sparking divergence in opinions. The applied methodology provides crucial insights, increasing the likelihood of success in implementing new tourism activities at the local or regional level.