Abstract
Shopping is a new form of tourism and has been regarded as a prime activity among tourists. However, no consensus of opinion has been reached on shopping tourism; several scholars consider shopping to be an incidental activity, whereas others believe that shopping is a crucial motivation for travel. Thus, the current study investigates the personal values of shopping tourists and their satisfaction levels. Findings showed that both hedonic and utilitarian values positively influence tourist satisfaction and positive word of mouth. Therefore, this research deepens understanding regarding tourist behavior in the context of shopping tourism research.
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