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- Consumption values in destination decision makingPublication . Denys, Vasyl; Mendes, JúlioIn the context of tourism destination decision making is one of the greatest challenges for destination marketers. It involves understanding of processes and factors that influence and lead tourist behavior. In order to comprehend external and internal determinants of decision making many field studies have been deployed and many important inferences were made. However, little studies investigated the role of consumption values and its influence on the process of destination decision making.