“…The TCV has had several empirical applications in the context of tourism marketing, such as local foods (Choe & Kim, 2018Rousta & Jamshidi, 2020), scale development (Choe & Kim, 2019;Li & Lin, 2016), tourists' environmental (Abdullah et al, 2019) and destination selection behaviour (Tapachai & Waryszak, 2000), choosing of a destination by young tourists (Phau et al, 2014), self-services experiences of hospitality consumers , return for street food by young tourists (Yeap et al, 2020), value preferences of consumers (Parvin et al, 2016), perceived value in medical tourism (Hallem & Barth, 2011), in halal holiday by Muslim tourists (Rodrigo & Turnbull, 2019), and the role of values in satisfaction and the internationalisation process of hospitality students (Rivera et al, 2018).…”