Selection of Tourism Destination as a Representation of Human Values

Abstract

Just like brands of multinational companies there can be different dimensions of brands of tourism destinations too. Certain individuals travel for experiencing and discovering the challenges in the world, while others travel due to their desire to be seen as a person who has visited some very well-known sophisticated tourist destinations. Whereas there is a third group that likes travelling because of their love for nature and a fourth group who would travel to see the historical destinations. The present research is looking into human perspectives of different values assigned to different tourism destinations using the human value perspective of Schwartz and Boehnke (2004) human values model. The article develops a model for understanding consumer selection of different tourism destinations which could be used by the tourism practitioners and governments in preparing strategies for promoting a specific set of destinations to the right market. The Pearson correlation results show significant positive and negative correlations between human values and destination selection.

An Integrative Model of Cognitive Image and City Brand Equity

“…Image is one part of a brand that receives the most attention in academic literacy (Iordanova, 2015). For a long time, the image has been described as one of the dimensions of a brand, but this view has changed where the image formation is no longer a brand, building an image is the closest step in branding, but there is one other aspect that is still missing, namel y the identity of the brand itself (Salim et al, 2015). The picture in a location is a construct that refers to the accepted characteristics and depends on the meaning of a photograph that may alter or evolve, the effect is not only on an attitude but also on individual behaviour.…”

La comunicación de valores en la publicidad durante la primera oleada de covid-19 en España

“…-Una corriente sociotécnica (Rodríguez Bravo et al, 2020), que aplica el modelo de Schwartz a la solución de problemas técnicos concretos. En esta línea se han desarrollado investigaciones destinadas a objetivos tan diversos como: localizar nuevos nichos de mercado (Guzmán-Obando et al, 2016); explicar resultados educativos (Giusta, Hashimzade y Myles, 2017); orientar las acciones del consumidor (Salim Saji, 2015;Walls, 2018); explicar el éxito electoral (Hernández Olmedo, 2016;Sepúlveda Ríos, 2017); etc.…”

Human Value Manifest in Instagram: A Visual Content Analysis of DMO Photography

“…Since, he argued consumers compare their cultural values and human values represented in the brand before deciding to purchase. Saji et al (2015) further developed and applied this relationship into the context of tourist's destination selection by associating cultural differences with human value and then associating these values with the category of the destination location. This study concluded the tourist adjust his personal values with the values attached to the destination.…”

“…However, at the same time, constructing the island with specific values precisely narrows the Bali tourism market segment itself. Since theoretically, tourists select a destination for visitation that matches his personal value (Saji et al 2015) interrelated to his cultural values (Torelli et al 2012). By this, a tourist with self-enhancement, power values or individualistic value will not visit the island and select other destination, since the island is viewed do not match their both personal and cultural values.…”

“…Possibly, this can be done, as the Island has various types of tourist destinations, including city tours, entertainment, malls, adventure and so on. As Saji et al (2015) argue those types of destination are theoretically associated with selfenhancement and power values and individualism value. Then, by promoting all Schwartz's values in a balanced manner, the Island will obtain a broad market segment, since the tourists do not perceive the island as a destination associated to specific values.…”