Tourism Business: A Novel Model Based on Personal Values of Tourists

The purpose of the current study was to devise a tourism business model based on the personal values ​​of tourists. This research is an applied study that employs a descriptive-survey research design. As such, library archives and field surveys were used to collect the required data. Furthermore, the authors used questionnaires designed to evaluate the research subjects, which also boasted optimal validity and reliability. The comments and opinions of the experts were inquired to confirm the validity of the questionnaires for the research, while confirmatory factor analysis was used for construct validity.

Furthermore, Cronbach's alpha and composite reliability coefficients were used to examine and confirm their reliability. The statistical population of this research included all managers and employees of Toranj Hotel. As such, using simple random sampling, 120 questionnaires were distributed and collected among managers and employees of the hotel above. SPSS and SMART PLS were used to examine and test the hypotheses. The results showed that the personal values ​​of tourists significantly impact the overall image of coastal tourism destinations. Openness to change, self-enhancement, conservatism, and transcendence significantly impact the overall image of coastal tourism destinations