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In the modern era, culture is termed as one of the main and most critical factors which influence the purchase behaviour or decision making of buyers in any industry (Abubakar & Ilkan, 2016). However, it can be argued that still today, limited studies have been carried out in the field of tourism to understand the influence of culture on decision making or buying behaviour of tourists. In the present research, analysis of an article which is the effects of personal values on travel motivation and behaviour has been carried out. A discussion on the benefits of selected articles findings to the hospitality businesses of New Zealand has also been carried out in this study.
From the study conducted, it can be inferred that values have a direct and considerable impact on areas such as behavioural intention and travel motivation. Furthermore, different theories and models have been used in this study with an objective to incorporate or integrate values in areas such as travel behaviour and to determine the link or relationship between factors such as behavioural intention, values and travel motivation in the most suitable way. The impact of values and culture is significant on decision making and travel behaviour of tourists and the businesses in the New Zealand hospitality industry needs to consider this fact in the most appropriate manner.
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