ABSTRACT
The value philosophy, which has been put forward in parallel with the developments in marketing science, has been discussed by many researchers since the 1950s. In addition, the relationship between businesses and customers has been explained. It can be said that Holbrook contributed greatly to the in-depth examination of the theory of value and its incorporation into marketing literature. Topics such as the processing of the value theme, its importance, antecedents, and methods of use in businesses have been discussed in many studies by the author. The importance of the tourism sector in the service industry is increasing day by day. Considering that it has contributed greatly to the development of countries in the world not only in sociocultural terms but also in economic terms, the tourism sector is an important sector for almost every country. Value typology is an important point to understand the service industry. However, there has never been any research on value typology in the tourism sector when the literature is examined. Therefore, value perceptions that lead the tourists to develop attitude-behavior are explained in this study. Value typology presented in the literature by Holbrook is used to reveal the value perceptions of tourists. Within the scope of the research, sectorial examples are included in each typology. In addition, the value typology is detailed by examining different perspectives depending on the different conditions of the sector.
