ABSTRACT
Analysis of European leisure consumption patterns over the past few decades reveals that social criteria—economic, demographic, and even behavioral—fail to explain observations well. By contrast, an analytical approach which employs psychographic criteria (i.e., consumer lifestyles and personalities which are reflected in people’s values, activities, interests, and opinions) provides a great deal of valuable information on consumer behavior. This information is of inestimable value when it comes to planning and marketing tourism/leisure products and destinations. This study is based on the hypothesis that certain values are common to consumer groups which strongly influence their buying decisions.
