Segmenting Overseas British Holidaymakers by Personal Values
Interesting article - employs a modified LOV (List of Values) to segment 320 british holiday-makers - beach in turkey
A number of statistical methods are used (K-means square, chi-square, hierarchical/non-hierarchical...)
2 clusters are found - Relationship seekers and Agenda Achievers - Interestingly found that Relationship seekers perceived higher service quality and satisfaction, were more inclined to return and make recommendations to others.
Need to look into the LOV a bit more maybe.
Also mentioned other scales - RVS and VALS - Rokeach Value Survey - Value and Lifestyle-based segmentation.
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