Williams, Paul; Soutar, Geoff; Ashill, Nicholas Jeremy; … - In: Journal of Service Theory and Practice 27 (2017) 1, pp. 102-122
/methodology/approach The study adopted a descriptive design and compared data from 301 Japanese and Western adventure tourists who experienced … similarities and differences. Findings The results indicated that Japanese tourists attached more importance to emotional value and … value perceptions between Japanese and Western tourists when planning tour operations, training tour guides, and managing …