Toward Values Education in Tourism: The Challenge of Measuring the Values

Abstract

Values are implicit in our education systems and practices—they are reflected in the choices that we make about what to teach, how to teach, and who to teach it to. Values education is about making values explicit and about focusing education on a particular set of values. This article reports on part of such an initiative within tourism education in universities and colleges, the Tourism Education Futures Initiative (TEFI), the development of tools to measure values. In particular it reports on an exercise conducted with university students to develop a pool of items for the development of a TEFI Values Inventory.