The relationship between personal values and preference for novelty: conceptual issues and the novelty–familiarity continuum

Abstract

The search for novelty when going on vacation is a prominent theme in the literature. Still, empirical research exploring the antecedents of this preference is limited. This study investigates the impact of two opposing personal value dimensions – openness to change and conservation – on individuals’ preference for novelty and familiarity. Data was assembled from a representative sample of 493 UK citizens. Structural equation modelling was used to test the research model, including the third-order structure of Schwartz’s theory of basic human values. The findings indicate a strong positive relationship between openness to change and novelty, and between conservation and familiarity. However, the results challenge the notion that individuals seeking familiarity are categorically opposite to those pursuing novelty. Suggesting that the strength of personal values may explain the varying preferences for both familiarity and novelty among individuals. Additionally, this study addresses the need for a more standardised attitudinal and cognitive measure of novelty in tourism. These original insights into personal values' impact on tourist preferences have significant implications, suggesting that marketing strategies should accommodate a spectrum of individual desires for novelty and familiarity.