PERSONAL VALUES, TRAVELER PERSONALITY TYPE, AND LEISURE TRAVEL STYLE

The study examined the relationship between the List of Values (LOV) a nd Plog's traveler personality type scale and the ability of each to p redict travel style. Survey data were collected from a convenience sam ple of 514 visitors to a tourist destination in Arizona. Results indic ated that personal values were significantly related to traveler perso nality type (p <.001). Moreover, personal values significantly differe ntiated 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 conceptu alized in terms of locus of control.