‘It’s more than just status!’ An extended view of social value in tourism

Abstract

ABSTRACT This study explores the composition and nature of the social value of tourism. The empirical data consists of 49 in-depth interviews with nature-based tourists. The inductive findings complement the current conception of social value presented by consumer value typologies, measured by value scales and evidenced in consumer value-framed tourism research. Hence, in addition to other-oriented and instrumental status and esteem dimensions, the social value of tourism also includes self-oriented components that are both intrinsic and extrinsic. This finding demands a broader conceptualisation – an extended view of social value – in tourism research and management. It captures the diverse manifestations that range from status and esteem to enjoying the company of others and feeling inclusion in a community of like-minded people as well as learning and safety. This extended view is illustrated with a novel, three-dimensional approach to the Typology of Consumer Value (Holbrook, 1999b), which provides an integrated and intelligible understanding of the richness of social value in tourism.