PERSONAL VALUES, TRAVELER PERSONALITY TYPE, AND LEISURE TRAVEL STYLE

The study examined the relationship between the List of Values (LOV) and Plog's traveler personality type scale and the ability of each to predict travel style. Survey data were collected from a convenience sample of 514 visitors to a tourist destination in Arizona. Results indicated that personal values were significantly related to traveler personality type (p <.001). Moreover, personal values significantly differentiated group travelers from independent travelers (p <.001), whereas Plog's scale was unable to do so (p >.25). It was concluded that Plog's measure of traveler personality type may more accurately be conceptualized in terms of locus of control.