Development of a Personal Values Scale For Tourism Using a Mixed Method

Abstract

This study aims to develop cross-cultural value measurement scales that can overcome established methodological problems and test the dimensional frameworks of the scale with non-Asian respondents. It applies a mixed-method approach to observe intrinsic, nationally distinct values, and develop a generalized values measurement scale. This study found new value dimensions that were not present in the previous value studies (i.e., life balance, emotional growth, family union, and friendship) and provided segmented subdimensions (i.e., balancing between work and rest, time management, rewards of investment, and self-examination). This complements and enhances the current body of knowledge on value measurement.