Abstract
The study explores the relationship between a set of vacation motives and personal value systems as they are expressed in the List of Values (LOV) methodology. Survey data from a representative sample of a local community in Norway (n = 401) were collected, and the results indicate that importance ratings of vacation motives can be predicted on the basis of personal value system segments. This finding is also supported when certain key demographic variables are used in conjunction with the personal value systems as segmentation criteria.
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