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Journal of Vacation Marketing
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Methodological issues in using Kahle's list of values scale for Japanese tourism behaviour

Leah Watkins

Marketing and Japanese Departments at the University of Otago, LWatkins{at}business.otago.ac.nz

Juergen Gnoth

The literature clearly provides support and empirical evidence linking personal values and consumption, and acknowledges cross-cultural differences in these values. Personal values have been shown to be efficient, measurable sets of variables that are less numerous, more centrally held and more closely related to motivations than demographic and psychographic measures. The list of values (LOV) is a widely used scale for the measurement of values in a variety of consumer behaviour contexts. It has been used for the purposes of cross-cultural comparison and in tourism behaviour research. Kahle has suggested the instrument is a viable candidate as a widely accepted measure for cross-cultural comparison of values. This paper examines the reliability and validity of the LOV in the context of Japanese tourism behaviour. Results suggest several problems with the scale in this context, and the paper discusses some philosophical and methodological issues in cross-cultural values research in tourism.

Key Words: cross-cultural • values • tourism behaviour • Japan • LOV • cross-cultural methodology

Journal of Vacation Marketing, Vol. 11, No. 3, 225-233 (2005)
DOI: 10.1177/1356766705055708
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