The values that influence the modern choice of tourists
The values that influence the modern choice of tourists

Summary/Abstract: The contemporary tourism industry is an extremely competitive and highly dynamic economic sector. It is undeniable that research in the tourism business is largely associated with the presentation of economic indicators, which are used as comparative measures of the success or failure of tourism organizations. Financial revenues, reduced labour costs, and process optimization through digitalization are only a small part of the principles underlying tourism management. In other words, today tourism is a business that operates to generate profits. Within this context, an important question arises: “…where are the human values that have driven society for centuries?” These are values that all of us, as tourists, seek and expect to receive—not only as economic units in the market, but as human beings who are part of a social community. The present study aims to identify and present the values that shape the choices of contemporary tourists. These values, understood as human principles and relationships, transform the tourism experience into a harmonious balance that generates feelings of satisfaction, happiness, and above all, a sense of reassurance regarding the choice, time, and financial resources invested in a vacation or travel experience.

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