Abstract
This paper supports the use of a contextual value measurement technique for assessing tourism values as an alternative to the more common generic personal ones in everyday life approach. Specifically, a two dimensional model is proposed to integrate the literature and help to better understand tourism values. The two bi-polar dimensions: one, emotion-dominant and cognition-dominant and, two, inner-directed and outer-directed. This model is assessed using hierarchical log linear analysis to examine the effect of multiple, conflicting values on holiday behavior of the tourist.
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