OriginalScientificArticle ChangingValuesThroughGenerations: TheCaseofMountainTourists Tomi Špindler UniversityofMaribor,Slovenia tomi.spindler@um.si MihaLesjak UniversityofPrimorska,Slovenia miha.lesjak@fts.upr.si MitjaGorenak UniversityofMaribor,Slovenia mitja.gorenak@um.si Mountain tourism is becoming an increasingly important part of tourism in the Alpine countries, so research among mountain tourists is necessary. The chang- ing values of different generations of tourists play a major role in their behaviour inahigh-altitudeenvironmentandconsequentlyaffecttheconditionoftheseareas. Therefore,the purpose of thisstudy is to determinethe valuesof differentgener- ationsofmountaintourists,differentgendersoftouristsandamongmembersand non-membersofmountaineeringassociations.Toachievethispurpose,aquantita- tiveapproachwasused.Thedatawascollectedthroughaself-completionquestion- naireinphysicalformatlocationsof1stcategorymountainhutsinSlovenianmoun- tainsduringthe2020summermountaineeringseason.Aspartoftheresearch,the samplewasdividedintofourgroupsaccordingtotheyearofbirthofparticipants. With multivariateanalysis,the existence of significant differencesbetween groups ofrespondentsofdifferentages,genderandmembership,accordingtotheirvalues, was determined. The results of the research demonstrate the correlation between prevailingmountaineeringvaluesofmountaintouristsandtheircharacteristics.The researchhelpsustounderstandthemountaineeringvaluesoftouristswhovisitthe mountains and fills the knowledge gap in the field of the differences between the values of different generations of mountain tourists, different genders and among membershipinmountaineeringassociations.Asoutdooractivitiesarealsogaining inpopularityduringtheCovid-19pandemic,theresultsofthisresearchcanbeuse- fulforattractingnewmemberstomountaineeringorganizations,preservingmoun- taineeringcultureandsustainabledevelopmentoftourisminthemountains. Keywords:mountaintourism,values,generations https://doi.org/10.26493/2335-4194.15.95-109 Introduction Inthemodernwayoflife,tourismiscloselyconnected withsports(Gorelski,2019)assportcanfunctionasan attractionfacilitatinganauthenticexperienceofades- tinationforatourist(Takata&Hallmann,2021).Com- paredtoothertypesoftourism,sportstourismisone AcademicaTuristica,Year15,No.1,April2022 |95 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations ofthedrivingforcesofeconomicdevelopment.Dueto its nature and strong involvement in society, culture, the economy and environment, sports tourism has become an important factor in shaping the tourism industry, as it represents and enables many develop- mentopportunitiesinthisfield(Lesjak,2014).Just astourismcancontributetosustainabledevelopment andtheachievementofsustainabledevelopmentgoals if properly developed and managed, so can sports tourismasasegmentoftourismalsohelptoachieve sustainabledevelopmentinawaythatderivesfromits characteristics.Thankstothesecharacteristics,sports tourism can play an important role in achieving the various goals of sustainable development (unwto, 2019). Sportstourismisoftencarriedoutoutdoors,inna- ture,insensitiveandprotectedareas.Today,tourismis widelyrecognisedasastrongfactorinruralareadevel- opment.Touristactivitiesnotonlyaffecttheeconomy, but also have impacts on the spatial development of thedestination,itssocialstructure,sociallife,andpsy- chologicalimprint(Rangusetal.,2018).Therefore,if a tourist destinationchangesover the course of time in accordance with changes in all the environments formingit (Žibert et al., 2017), and if protectedareas around the world are seeing a growing public inter- est in visiting them, many places of valuable natural andlandscapefeaturesareunderthreatfromanoverly heavytouristburden(Pachrováetal.,2020). One of the most dynamic components of out- doorrecreationisadventuretourism(Hall,1992).Ad- venture tourism combines travel, sport and outdoor recreation(Beedie&Hudson,2003)andrepresentsa wide range of outdoor tourism activities that are of- ten commercialized and involve interactionwith the natural environment outside the participants’ home environment and contain elements of risk (Hall & Weiler,1992).Academicinterestinadventuretourism has increased in recent years given the exponential growthofthissector.The coredimensionsofadven- turetourismareriskanddanger,thenaturalenviron- ment, thrill and excitement, challenge, and physical activity (Janowski et al., 2021). Therefore, adventure tourism benefits are positively related to subjective well-being(Hung&Wu,2021). Mountaineering is a long-established adventure sport based on physical activity, challenges and risk. It has long been reserved for experienced individu- als,buttodaythesocialboundariesseparatingmoun- taineersfromtouristsareincreasinglyblurred(Beedie & Hudson, 2003). Mountaineering therefore repre- sents a popular form of adventuretourism (Pomfret, 2006), which is considered a growing industry and exploits traditional mountaineering spaces (Beedie, 2003). unwto (n.d.) defines mountain tourism as a type of tourism activity that takes place in a de- finedandlimitedgeographicalarea.Thisareaincludes hillsormountainswithadistincttopography,climate, biodiversity (flora and fauna), local community and othercharacteristicsandattributesthatarespecificto this particular landscape. It includes a wide range of leisure and outdoor sports activities. Tourists are at- tractedtomountaindestinationsforanumberofrea- sons, including climate, clean air, unique landscapes andwildlife,naturalbeauty,localculture,historyand heritage, and the opportunity to participate in snow activitiesorothernature-relatedactivities(UnitedNa- tions Environment Programme, Conservation Inter- national, & Tour Operators’ Initiative, 2007). Moun- taintourismiscurrentlyunderstoodasabroadterm thatincludes alpine skiing, mountaineering(hiking), climbingandotherformsofactivitiessuchascycling tours,canyoning,horsebackriding,rafting,etc.Inre- cent years, mountain tourism has been gradually in- creasing among tourism preferences at the interna- tional level. The main reason is the strong relation- ship to nature, more specifically with mountainous areas,astheyarebecomingdestinationswithalarge touristinflux(Rio-Ramaetal.,2019).Peoplearecon- tinuallysearchingfornewformsofrecreationandset- tings for it, and mountainshave oftenprovided suit- able areas for such activities. Mountain destinations have commonly evolved as local recreation grounds and have become a magnet for all types of tourist andamenitymigrants.Givenglobaltrendsintourism andrecreation,newmountaindestinationswillbeex- plored and developed in the future, as many moun- tain communities are looking for opportunities to develop their tourism industry (Nepal & Chipeniuk, 2005). 96 | AcademicaT uristica,Y ear15,No.1,April2022 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations Strojin(1999)statesthatvaluesareacentralpoint in mountaineering, but it depends on how one con- ceives, treats them in practice and maintains them. Values influence the ways in which individuals be- have,andtheformationofvaluesisinfluencedbythe circumstancesinwhichtheindividual findsthemself at a certain moment (Gorenak, 2014). Thus, values changeduetochangesintheenvironment(Gorenak, 2019), therefore, values are changing through gener- ations (Ovsenik & Kozjek, 2015). Regarding moun- taineering,Strojin(1999,p.131)notesthatitisneces- sarytotakeintoaccountintergenerationaldifferences. Theoldergenerationhassettledonitsviewsandthe youngerisstill experimenting.Musaetal.(2015) say that,fromatheoreticalpointofview,changingvalues, attitudes,andotherpsychologicalaspectsofmountain tourismexperiencesdeserveconstantattention. Different profiles of tourists go to the mountains. Theycanbedistinguishedbyage,gender,membership inamountainorganizationandothercharacteristics. Basedontheliterature,wecanseethattherearediffer- encesinthevaluesofdifferentgenerations(Ovsenik& Kozjek,2015; Gorenak,2014; 2019) and gender(Beu- tel&Marini,1995;DiDioetal.1996;Giacomino& Eaton, 2003; Boohene et al., 2008). However, these differences have not yet been researched in regard to mountaineering values of mountain tourists. Ac- cordingtoStrojin(1999), thevaluesofmountaineer- ingareassociatedwithbothcultureandsports.They cover values such as mountaineering tradition, pa- triotism, the message of important mountaineering people, sense of responsibility, and cultural attitude towards nature and nature conservation, as well as the impact of mountaineering on health, experience inthemountains,socialadaptability,ingenuity,help- fulness, etc. Tourists have different views on moun- taineeringvalues.Therefore,thepurposeofthispaper is to explore the importance of mountaineering val- uesamongtouristswithdifferentcharacteristics.With thisinmind,thegoalsofthispaperaremainlytode- terminemountaineeringvaluesofdifferent(1)gener- ationsof mountaintourists;(2) gendersof mountain tourists;and(3)amongmembersandnon-membersof mountaineeringassociations.Therefore,thisresearch contributestotheoryandpracticebyanalysingvalues ofmountaintouristsandpresentingthedifferencesin valuesamongmountaintourists. Itisthereforeestablishedthatthevaluesofindivid- ualsareanimportantpartofmountaineeringandthus alsomountaintourism.Ithasalsobeenfoundthatdif- ferent generationsof tourists come to the mountains with different characteristicsand beliefs. In the con- tinuationoftheliteraturereview,thepreviousfindings oftheauthorsinthefieldofvaluesinconnectionwith mountain tourism,andthecharacteristicsofgenera- tions in connection with mountain tourism are pre- sented. ValuesandMountainTourism Avalueistheenduringbeliefthataparticularcourse of action or ultimate state of existence is personally or socially better than the opposite or reverse mode of behaviour or ultimate state of existence. A value systemrepresentsapermanentorganizationofbeliefs thatconsolidatesprioritybehavioursorfinalstatesof existence along a continuum of relative importance (Rokeach,1973).Valuesareconsideredtoguideac- tions,attitudes,andjudgmentsandthusmaybeseen as the determinantsof attitudes as well as behaviour (Moore & Asay, 2017). Values can differ among dif- ferentgenerations(Ovsenik&Kozjek,2015;Gorenak, 2014;2019)andalsogender(Beutel&Marini,1995;Di Dioetal.,1996;Giacomino&Eaton,2003;Boohene et al., 2008). Femalesaremorelikely to expresscon- cern and responsibility for well-being of others, less likely than males to be concerned with materialism andcompetition,andmorelikelythanmalestoindi- cate that finding purpose and meaning in life is ex- tremely important (Beutel & Marini, 1995). Also ac- cordingtoGiacominoandEaton(2003),femaleswere more orientedto serving others (versus serving self) andusingmoral(versuscompetence)means. Values can also differ according to members or non-membersofanassociation.SuterandGmür(2018) statethatexpectationsofassociationmemberschange over time depending on age and length of member- ship. During membership, the bonds between the member and association become stronger and the services provided by the association are increasingly appreciated. By joining the Slovenian Mountaineer- AcademicaTuristica,Year15,No.1,April2022 |97 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations ing Association (pzs), members support the activ- ities of mountaineering associations, mountaineer- ing,sportclimbingandotherclubsunitedwithinthe Mountaineering Association of Slovenia. pzs mem- bers are insured for performing numerous moun- taineering activities. The insurance also covers res- cue costs abroad with 24-hour assistance and med- ical assistance abroad, as well as private liability in- surance.InSlovenianmountainhutstheycanspend thenightwitha50or30discount.Theyalsohave discounts in more than 1,250 huts of partner orga- nizations in Europe and Canada. Numerous moun- taineering, climbing and excursion guides, together withmountaineeringmapsandprofessionalandliter- aryliterature,publishedbyPlaninskazaložba pzs,are moreaffordable.TheoldestpublishedSlovenemaga- zine,Planinski vestnik, can be ordered at a quarterly discountforthewholeyear.Asmembersof pzs,they alsoreceivemanybenefitsinmanyshopswithmoun- taineering and climbing equipment (Planinska zveza Slovenije, n.d.). For associations, it is important to knowwhatvaluesareimportanttomembersandhow thesevalueswillchangeinthefuture(Suter&Gmür, 2018). Personal values can significantly affect tourism and the environment, attitudes toward conservation, and sustainable tourism (Xu & Fox, 2014). Accord- ingtoMrak(2009),themotivesandethicalvalues of mountaineers and mountain tourists play a major roleintheirbehaviourinahigh-altitudeenvironment and consequently influence its condition. The high- altitudeenvironmentisspecific,andatthesametime humanactivitiesarespecifictoit,sotheestablishment ofanappropriatesystemofvaluesandperceptionsis ofkeyimportanceandcansignificantlycontributeto therealizationofsustainabledevelopment. Valuescanbeconsideredfrommanyperspectives. The definitions by scholars agree on personal values’ key features: (1) an individual’s values reflect a belief onaparticularend-state’sdesirability;(2)anindivid- ual’svaluestranscendaparticularsituationsincethey are generally abstract; and (3) an individual’s values are orderedin a value priorities system (Kim, 2020). Similarly,Strojin(1999)explainsthatvaluesinmoun- taineeringcanbecapturedinthreegroups:(a)per- sonal values (nobility, social sensitivity, upbringing, etc.); (b) interpersonal values (belonging to a group, connection, elimination, camaraderie, disaster relief, etc.); and (c) superpersonal values (patriotism, be- longingtotradition,natureprotection,etc.). Sloveniaisacountrywitharichhistoryofmoun- taineering, therefore in his writings, Strojin (1999) focuses on Slovenia and draws attention to: (a) The tradition of Slovene mountaineering, (b) Patriotism, whichbeganwithadefensiveresistancetode-German- ization,and continuedand wasupgradedwith a ref- erence to tradition. (c) The message of the tradition ofimportantpeopleofSlovenianmountaineering.(d) A sense of responsibility for a comradeand a person in the mountains, whose ethically most valuable act wastheestablishmentoftheMountainRescueService of Slovenia. Although disaster response is a general civilizational duty, it is especially emphasized in the mountains. (e) Cultural attitude towards nature and itsvaluesasadutythatbindseveryonewhowalks in the mountains, regardless of whether they are a member or a non-member of a mountaineering or- ganization;culturalattitudeisreflectedinrespectfor naturalvalues,inthestudyofguideandotherlitera- ture,self-educationinmountaineering,etc.(f)Nature conservationintheactivebehaviourofpeople,which isreflectedintheeducationalimpactandteachingof thoseyoungerandlessexperiencedthanthemselves, intheparticipationincleaningcampaigns,wastedis- posalinthevalley,etc. Among the values of mountaineering, which are thesameasvaluesofanintangiblenature,Strojin (1999, p. 128) mentions: (a) The impact of moun- taineeringonhealth,onstrengtheningphysicalabili- ties,perseveranceandstrength.(b)Theabilitytoex- perienceoneselfinthemountainsintheformofmed- itation, relaxation, thinking and mental stabilization. (c) Increasing working capacity after an active trip. (d)Greatersocialadaptability,understandingathome and at work, in society and anywhere. (e) Life opti- mismwithviewsandplansforthefuture,inshort,in theimpetusoflifeandnature.(f)Ingenuityandflex- ibility in life situations, findingways out of problems andsocialmobilityinlifeandsociety.(g)Helpfulness insocialsituations,whichrequirestheresponsiveness 98 | AcademicaTuristica,Year15,No.1,April2022 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations of a fellow human being and self-sacrifice in dealing withanaccident. GenerationsandMountainTourism Generationshavebeentreatedasasubjectofresearch throughout history to understand the psychology of individuals and keep their behaviour under control. Understandingthegenerationalphenomenonandits chronological differences, and the characteristics of membersofgenerationsisimportant,asdifferentgen- erations with different characteristics work together andcoexist(Berkup,2014).Membersofageneration share experiences that affect their thoughts, values, behaviours,andreactions.Individualsbringtheirper- sonalities, influences, and special backgrounds from theirculturalbackground,class,gender,region,fam- ily, religion, and the like, but some broader general- izations about those born at about the same age are possible(Abrams&Frank,2014).Throughsharedex- periences,cohortsorgenerationsdevelop.Peopleborn withinafewyearsofoneanotherarelikelytoexperi- encesimilareconomic,political,historical,andtech- nological changesthroughout the life course (Moore &Asay,2017). Dimock(2019),GravettandThrockmorton(2007), aarp(2007)andamwa(2012)definetheBabyBoom- ersasthosebornbetween1946and1964.Forthecase ofthisresearch,theBabyBoomgenerationwillberep- resentedbyindividualsbornbetween1946and1964. Tulgan(1997)definestheGenXersasthosebornbe- tween 1963 and 1977. On WJSchroer (n.d.), Genera- tionXisdefinedasindividualsbornbetween1966 and1976.SomeauthorsdefineGenerationXasthose born between 1965 and 1980 (aarp, 2007; Valueop- tions, n.d.a). In this case, Generation X will include individualsbornbetween1965and1979. Shroer (n.d.) defines Generation Y as individuals bornbetween1977and1994. aarp (2007)definesthe Millennial Generation as those born between 1980 and 2000. Website Valueoptions (n.d.b) has defined Generation Y as individuals born between 1980 and 1994. In the case of this study, Generation Y will be defined as individuals born between 1980 and 1994. Further, Dimock (2019) defines Generation Z (also GenZ,Post-Millenialsetc.)asindividualsbornfrom 1997onwards.Schroer(n.d.)definesGenerationZas individualsbornbetween1995and2012.Inthisstudy, GenerationZ will be definedas individuals born be- tween1995and2009. It was shown that the alternation of generations impliesacertaincontinuityinvariousindicators:val- ues, perceptions, behaviour, collective memory, in- formation,discourses.Theconstructisaverymobile formation. The boundaries of generations cannot be lessthan10years,sincetheformationofbasicvalues takesplace in adolescence(Pishchik, 2020). The tur- bulent developments as a result of industrialization, modernization and globalization has created differ- ences between generations (Bejtkovský, 2016). New generations profess a different lifestyle from that of thegenerationsbefore(Grenčíková&Vojtovič,2017); also,eachgenerationhasitsownsourceofhappiness (Abror et al., 2020). The findings show that differ- ences in cohort-inducedlifestyles and values perme- ate into vacation experience and activity. It would be unwise to assume that people in similar chronologi- cal age and life stages will always have similar travel preferences from generation to generation (Lehto et al., 2008). Differences in behaviour between genera- tionsarebecomingincreasinglyapparent.Theyoung generationofthemoment,alsoknownasGeneration Z, is distinguished by many elements from the pre- vious generations. There is a clear gap between the older and younger generations in their view toward tourism consumer behaviour (Băltescu, 2019). Gen- erationZseemstohavetheabilitytodiscerntheen- vironmentanddeciphertheroletourismplays.Their criticalimpressionsofplaceintermsofinfrastructure, sustainability,beauty,etc.,forcearethinkoftraditional tourist typologies (Wee, 2019). However, tourism ac- tivitiescanstillhavepositiveeffectsonvariousaspects ofthelifeofelderlygenerations(Medarićetal.,2016). Therefore, the value of travel, as an entire concept, changes among generations. Personally, individuals value travel experiences differently as they age and participateintheworkforce(Moore&Asay,2017). Understanding the generation phenomenon and the characteristics of the members of generations is of importance for tourism providers as they need to knowtheirguestsinordertoadjusttheoffer(Špindler, AcademicaTuristica,Year15,No.1,April2022 |99 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations 2018). This also applies to the planning of sustain- able tourist activities in the mountains. In Slovenia, awareness of sustainable development concepts in tourism is rapidly gaining momentum (Sasidharan & Križaj, 2018). The Mountaineering Association of Slovenia, which dedicated the International Day of Mountains2019 to youngpeopleand runsunderthe slogan ‘Mountains are important for young people,’ alsostrivestoencourageyoungergenerationstovisit the mountains and behave sustainably in the moun- tains. Ponebšek (2019) says that the mountain world ischangingandisintentionallyorunintentionallyal- readylargelyimbuedwithmasstourism.Headdsthat ‘ifwefocusontheSlovenianmountains,wecansee thattheystillofferyoungpeoplemanyopportunities for life and sports in the mountain world, of course awareoftheneedtoconstantlyseekharmonybetween natureandman.’ Areviewoftheliteratureshowsthatthereisagap in the research of mountaineering values of differ- ent generations of sports tourists in the mountains. Through the researchand its results, this gap will be filled,which will help tobetter understandthe char- acteristicsoftouristsinthemountains. Methodology Based on the literature review the following key re- searchquestionwasset:Are mountaineering values of mountain tourists statistically significantly influenced bygeneration,genderandmembershipinmountaineer- ingassociation ofindividuals? Threehypothesesweretestedinthisstudy: h1 There are statistically significant differences in importance of mountaineering values of differ- entgenerationsoftouristsinmountains. h2 There are statistically significant differences in importance of mountaineering values of differ- entgendersoftouristsinmountains. h3 There are statistically significant differences in importanceofmountaineeringvaluesoftourists inmountainsthataremembersornon-members ofamountaineeringassociation. Aquantitativeapproachisoftenusedinresearch- ing tourist values(Wen et al., 2019; Kim et al., 2006; Woosnametal.,2007),sotheresearchinthisstudyis also based on a quantitative approach. Data was ob- tained on the basis of a convenience sample, which isatypeofnon-probabilitysamplinginwhichwein- cludethoseunitsofferedbytheopportunity(e.g.place, access)(Terminološki slovarvzgojein izobraževanja, n.d.).Thispatternisoftenusedintourismforresearch conductedwiththeparticipationofgroupsoftourists onatouristtrip(Knežević&Bizjak,2009).Thedata collectionmethodwasasurveythatrepresentsanes- tablished data collection method for researching the values of tourists (Wen et al., 2019; Kim et al., 2006; Woosnametal.,2007).Thedatacollectiontoolwas a questionnairethatwasalso used in similar surveys (Wen et al., 2019; Kim et al., 2006; Woosnam et al., 2007). Thesurveywasdesignedbasedonthereviewedlit- erature and previously conducted research.With the help of a designed survey, data on the predominant mountaineering values of an individual respondent was obtained. Tourists were invited to participate in theresearchatthelocationsofmountainhutsofthe 1st category.The criteriaformountainhutsofthe1st categoryare(PlaninskazvezaSlovenije,2017):(a)the locationofthemountainhutisintheareaoftheJulian Alps,Karavanke,Kamnik-SavinjaAlpsorSnežnik;(b) walkingtimefromtheneareststartingpoint,accessi- blebypublicroad,isatleastonehour;(c)themoun- tainhutisnotaccessiblebypublicroadorbycablecar forthetransportofpersonsforthepurposeofpublic transport;(d)thehutcannotbesuppliedwithvehicles on the roads, but the supplies are carried by people, packhorses,afreightcablecarorhelicopters. By including tourists in the locations of category 1mountainhutsintheresearch,wemeetthecriteria fordefiningsportstourists,asthetraveloftheseper- sonsincludessportsactivities,andwewillalsocheck overnightstaysoutsidetheplaceoftheirresidence. Thecategoryof1stcategoryhutsincludes31mountain hutsinSlovenia.Amongthesehuts,Kocbek’shomein KorošicaandFrischauf’shomearecurrentlyoutofop- eration. The population of the research is defined as personswhospendthenightoutsidetheirplaceofres- idenceandvisitamountainhutofthe1stcategoryin theareaofSloveniainthe2020summermountaineer- 100 | AcademicaT uristica,Y ear15,No.1,April2022 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations ing season, from June to September. Mountain hut visitorswereapproachedbytheresearcherandasked toparticipateinthesurvey.Theresearcherexplained thepurposeofthesurvey,statedthatthesurveywas anonymous, and handed out a self-completion ques- tionnaireintheappropriatelanguage. Mountaineering values were measured using a 5- pointLikertscalerangingfromveryunimportant(1) toveryimportant(5).Therespondentswereaskedto indicate to what extent the values are important to them.Valuesfromthefieldofmountaineering,which were included in the questionnaire,were taken from theworkofStrojin(1999),asitisoneofthefewworks thatdealswithordefinesmountaineeringvalues.The researchofvalueswascarriedoutaspartofabroader research,whichalsoincludedresearchonthemotiva- tionandlifestyleoftouristsinthemountains. Thedataobtainedwiththehelpofthesurveyques- tionnaire was processed with the statistical package spss forWindows.Accordingtotheobtaineddata,a seriesofstatisticalanalyseswereperformed.Fornon- numerical data, base frequencies, percentages in in- dividualcategories,andcumulativepercentageswere calculated.Inthefirstphase,adescriptiveanalysiswas performed to present the characteristics of tourists in the mountains. As part of the research, the sam- ple was divided into five groups and compared with each other. These groups are the Baby Boomer gen- eration,GenerationX,GenerationYandGeneration Z.Individualswereclassifiedintoanindividualgroup accordingtotheyearofbirth. To gauge the reliability of measure (Cronbach & Shavelson, 2004) of mountaineering values, Cron- bach’salphawasused.Further,toreducethenumber of variables (values) into fewer numbers of factors, factor analysis was used (Lawley & Maxwell, 1962). TheKruskal-WallisHtestwasperformed,asitisused to determine if there are statistically significant dif- ferences between different generations and moun- taineering values (Kruskal & Wallis, 1952). To mea- surethestrengthanddirectionofassociationbetween generations and mountaineering values, Spearman’s rank-order correlation was used (Bishara & Hittner, 2012).Next,aMannWhitneyUtestwasperformedto comparegenderandmountaineeringvalues.AMann Table 1 DemographicData Variable N  Gender Male  . Female  . Ageaccording to generations BabyBoom Generation  . GenerationX  . GenerationY  . GenerationZ  . Education Primaryorincompleteprimary education  .  Secondaryvocationaleducation (yearsofsecondaryschool)  . Secondary education(years of secondaryeducation)  . Higheroruniversityeducation  . Specialization,master’sdegree or PhD  . Members of mount.assoc. Yes  . No  . WhitneyUtestwasalsoperformedtofindoutifthere arestatisticallysignificantdifferencesinmountaineer- ingvaluesratingbetweenmembersandnon-members of mountaineering associations (Mann & Whitney, 1947). Results Together,407respondersfromSloveniawereincluded intheanalysis(Table1).Theproportionofmalere- sponders (58.7) was higher than that of female re- spondents(41.3).TheBabyBoomGeneration(1946– 1964) represents 26 of the responders, 31.4 were GenerationX(1965–1979),25.8GenerationY(1980– 1994) and 14.7 Generation Z (1995–2009). Most of themhadobtainedsecondaryeducation(47 .3)or higher/universityeducation(39.3).Therewere63.0 of members and 37.0 of non–members of a moun- taineeringassociation. To measure the scale reliability of our research in mountaineering values, Cronbach’s alpha test was used.Forthelistof16values,Cronbach’salphaiscal- culatedat0.836whichrepresentsanacceptablere- liability coefficient (Cortina, 1993). According to the performed Shapiro-Wilk test of normality, the vari- ables are not normaly distributed in population that hasbeensampled(p=0.000).Tomeasurehowsuited AcademicaTuristica,Year15,No.1,April2022 |101 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations Table 2 FactorAnalysis Variable () () () f Themessageofthetradition of important people in mountaineering . . . Nobility . . . Belongingtoagroup, expedition . . . Patriotism . . . Socialadaptability . . . Mountaineeringtradition . . . f Health . . . Lifeoptimism . . . f Experiencingyourselfinthe mountains . . . Ingenuityandflexibilityinlife situations . . . Working capacity (after an activetrip) . . . f Helpfulnessinsocialsituations –. . . Comradeship –. . . Culturalattitudetowardsnature –. . . Natureprotection –. . . Upbringing –. . . Notes Factors: f1 – tradition values (26.6 of variance), f2 – health values (8.4 of variance), f3 – personality values (5.0 of variance), f4 – upbringing values (3.4 of variance).Rotation Method: Oblimin with Kaiser Normalization. Column headings areasfollows:(1)factorloading,(2)mean,(3)standarddeviation. thedataisforfactoranalysis,theKaiser-Meyer-Olkin (kmo) Test was performed. The kmo value of 0.822 indicated that the sampling is adequate. That a fac- toranalysisisusefulwiththedata,indicatedalsothe Bartlett’stestofsphericity,withsignificanceof0.000 (Tobias&Carlson,1969). Further, to reduce the number of variables (val- ues)intofewernumbersoffactors,factoranalysiswas used.Table2showsfactorloadingsforthefactoranal- ysis.The minimumfactorloadingwassetto0.25,so thefinalmodelincludes16items.Thefourfactorsex- plained 43.4 of thetotalvariation. The items in the tablearesortedaccordingtothesizeoftheloadingon eachof thefactors.The firstfactorwaslabelled ‘Tra- ditionvalues,’basedonthefirst threeitemswith the highestloadingsonthisfactor.Thesecondfactorwas labelled ‘Health values,’ the third factor ‘Personality values’andthefourthfactor‘Upbringingvalues.’ Table 3 Kruskal-WallisHtest Generations () () () () () f BabyBoom  . .  . GenX  . GenY  . GenZ  . Total  f BabyBoom  . .  . GenX  . GenY  . GenZ  . Total  f BabyBoom  . .  . GenX  . GenY  . GenZ  . Total  f BabyBoom  . .  . GenX  . GenY  . GenZ  . Total  All BabyBoom  . .  . GenX  . GenY  . GenZ  . Total  Notes Columnheadingsareasfollows:(1) N,(2)meanrank,(3) Kruskal-Wallis H, (4) degrees of freedom, (5) asymptotic signifi- cance. Given that the calculated values by mountaineer- ingvaluesareabnormallydistributed,nonparametric tests were used below. A rank-based nonparametric test – the Kruskal-Wallis H test – was performed, as itisusedtodetermineiftherearestatisticallysignifi- cantdifferencesbetweentwoormoregroupsofanin- dependentvariableonacontinuousorordinaldepen- dent variable. In this case, different generations and mountaineeringvalueswereincludedinthetest(Ta- ble3). The Kruskal-Wallis H test showed that there was a statistically significant difference in importance of mountaineeringvaluesbetweendifferentgenerations, χ 2 =29.209, p=0.000.However,ifonelookedmore deeplyintofactorsofvalues,astatisticallysignificant differenceinimportanceofmountaineeringvaluesbe- 102 | AcademicaTuristica,Year15,No.1,April2022 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations Table 4 Spearman’sRho Item f f f f CorrelationCoefficient –.** –. –. –. Sig.(-tailed) . . . . N     Notes **Correlationissignificantatthe0.01level(2-tailed). tweendifferentgenerationsisseenonlywithTradition valuesandUpbringingvalues(Table3). Further, to measure the strength and direction of associationbetweengenerationsandmountaineering values,Spearman’srank-ordercorrelationwasused,as itisanonparametricmeasure(Table4). A Spearman’s rank-order correlation was run to determine the relationship between generations and mountaineeringvalues.Therewasamoderate,nega- tivecorrelationbetween Generationsand Tradition values, which was sta- tisticallysignificant(rs=–0.388, p=0.000).Thisin- dicatesthatastheagedecreases,theimportanceoftra- ditionvaluesdecreases. Next,differencesingenderoftouristsweretested usingaMannWhitneyUtest,asitisanon-parametric test that is used to compare two sample means that come from the same population, and used to test whether two sample means are equal or not. In this case,genderandmountaineeringvalueswereincluded inthetest(Table5). ItisevidentfromtheMann-WhitneyUtestresults that there are statistically significant differences be- tweengenderwhenrankingtheimportanceofmoun- taineering values. Female respondents rated values more favourably than men (p=0.029).However,as Table 5 shows, statistically significant differences ap- pearonlybyTraditionvalues(p=0.032)andUpbring- ingvalues(p=0.002).Theresultsshowthatfemales arerankingtraditionalandupbringingvaluesstatisti- callysignificantlyhigherthanmales. AMannWhitneyUtestwasalsoperformedtofind out if there are statistically significant differences in mountaineeringvaluesratingbetweenmembersand non-members of mountaineering associations (Ta- ble6). It is evident from the results that there are statis- Table 5 MannWhitneyUTest:Gender Gender () () () () () () f Male  . . . –. . Female  . Total  f Male  . . . –. . Female  . Total  f Male  . . . –. . Female  . Total  f Male  . . . –. . Female  . Total  All Male  . . . –. . Female  . Total  Notes Columnheadingsareasfollows:(1) N,(2)meanrank,(3) Mann-Whitney U, (4) Wilcoxon W, (5) Z, (6) asymptotic signifi- cance(2-tailed). Table 6 MannWhitneyUTest:Membership inMountaineeringAssociation Memb. () () () () () () f Yes  . . . –. . No  . Total  f Yes  . . . –. . No  . Total  f Yes  . . . –. . No  . Total  f Yes  . . . –. . No  . Total  All Yes  . . . –. . No  . Total  Notes Columnheadingsareasfollows:(1) N,(2)meanrank,(3) Mann-WhitneyU,(4)WilcoxonW,(5)Z,(6)asyptoticsignificance (2-tailed). tically significant differences between members and non-membersofmountaineeringassociationsregard- ingallvalues(p=0.012).Theresultsshowthatsignifi- cantdifferencesoccurinTradition(p=0.001),Health AcademicaTuristica,Year15,No.1,April2022 |103 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations (p=0.027)andUpbringing(p=0.041)values.Mean Ranksbyallmentionedvalues(Tradition,Health,Up- bringing)arehigherformembersofmountaineering associations,whichmeansthatmembersareratingthe valueshigherthannon-members. Basedontheresults,thesethypothesesweretested. In measuring the strength and direction of associa- tionbetweengenerationsandmountaineeringvalues it is evident that there was a moderate, negative cor- relation between Generations and Tradition values, whichindicatesthatastheagedecreases,theimpor- tanceoftraditionvaluesalsodecreases.Accordingto thedifferencesingenerationsthehypothesiswas h1: Therearestatisticallysignificantdifferencesinimpor- tance of mountaineering values of different genera- tionsoftouristsinmountains.Basedontheresults,we can confirm this hypothesis and conclude that there are statistically significant differences in importance of mountaineering values of different generations of tourists in mountains. These differences are visible mainlyinTraditionandUpbringingvalues. Whenresearchingtheimportanceofmountaineer- ingvaluesaccordingtothegenderofparticipantsthe hypothesis was h2: There are statistically significant differencesinimportanceofmountaineeringvaluesof differentgendersoftouristsinmountains.Thepartic- ipantsweredividedintotwogroupsaccordingtotheir gender.First,theMann-WhitneyUtestresultsshows that there are statistically significant differences be- tweengenderwhenrankingtheimportanceofmoun- taineeringvalues.Regardingthat,femalerespondents ingeneralrankmountaineeringvaluesasmoreimpor- tant.Whenobservinginmoredetail,itisevidentthat statistically significant differences occur especially in Tradition values and Upbringing values. The results showthatfemalerespondentsranktheimportanceof traditionalandupbringingvaluesstatisticallysignifi- cantlyhigherthanmen.Basedontheresultswecan confirm h2 and conclude that there are statistically significantdifferencesinimportanceofmountaineer- ing values of different genders of tourists in moun- tains. These differences are seen mainly in Tradition andUpbringingvalues. The third hypothesis referred to importance of mountaineering values between members and non- members of mountaineering organizations. It is evi- dentfromtheMannWhitneyUtestresultsthatthere arestatisticallysignificantdifferencesbetweenmem- bers and non-members of mountaineering associa- tions regarding mountaineering values. The results show that significant differences occur in Tradition, HealthandUpbringingvalues.Byallthesevalues,im- portance ratings of members of mountaineering or- ganizations are higher than of non-members. From theseresultswecanunderstandthatthemembersof a mountaineering organization accept or approve of mountain values to a greater extent than non-mem- bers. Therefore, if the hypothesis was h3: There are statistically significant differences in importance of mountaineering values of tourists in mountains that are members or non-members of a mountaineering association,wecanconfirmthishypothesisaccording totheresults.Wecanconcludethattherearestatisti- cally significant differences in importance of moun- taineering values of tourists in mountains that are members or non-members of a mountaineering as- sociation.ThesedifferencesaremainlyseeninTradi- tion, Health and Upbringing values, where members ratethesevalueshigherthannon-members. Discussion Inthisstudyatotalof16mountaineeringvalueswere includedintheresearch.Withtheuseoffactoranaly- sis,fourfactorswereformed.Inthefirstfactor,called Tradition values, six variables (mountaineering val- ues)wereincluded. Those were:‘The messageof the traditionofimportantpeopleinmountaineering,’‘No- bility,’‘Belongingtoagroup,expedition,’‘Patriotism,’ ‘Social adaptability’ and ‘Mountaineering tradition.’ Strojin (1999) also mentions the emphasis on values related to the history and tradition of mountaineer- inginhiswork.ThenextfactorwascalledHealthval- ues,asthevariables(‘Health,’‘Lifeoptimism’)included inthisfactorareconnectedtohealthandwell-being. The third factor includes variables or values relating to oneself (‘Experiencing yourself in the mountains,’ ‘Ingenuity and flexibility in life situations,’ ‘Working capacity(afteranactivetrip)’),thereforeitwasnamed Personalityvalues.Thelastfactorreferstoupbringing and behaviour in mountains, thereforeit was named 104 | AcademicaTuristica,Year15,No.1,April2022 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations Upbringing values. It includes the variables ‘Helpful- ness in social situations,’ ‘Comradeship,’ ‘Cultural at- titude towards nature,’ ‘Nature protection,’ and ‘Up- bringing.’WeseethatinHealthandPersonalityvalues factors,thevaluesaremorelinkedtooneself,tothein- dividual person. In Upbringing values, the emphasis isoninterpersonalconnectionsandbehaviourvalues. InTraditionvalues,theemphasisisonvaluesthatare beyondthepersonalandwhichconnecttothetradi- tion and history of mountaineering. Similar to this, Strojin (1999) also mentions personal, interpersonal andsuperpersonalgroupsofmountaineeringvalues. Asitisstatedintheliterature,thatvaluesarechang- ing through generations (Gorenak, 2014; Ovsenik & Kozjek, 2015; Gorenak, 2019), this study researched if this is also the case among mountain tourists. The samplewasdividedinto4generations(BabyBoomers, GenerationX,GenerationY,GenerationZ)according totheyearofbirth.Itisevidentthattherearestatis- ticallysignificantdifferencesinimportanceofmoun- taineering values between different generations. Ac- cordingtotheMeanRank,wecanseethattheelderly generationin general rank mountaineering values as moreimportantthanyoungergenerations.Thesedif- ferences are particularly evident in Tradition values andUpbringingvalues.InTraditionvalues,theolder thegeneration,thehighertheyratetheimportanceof tradition values. However, in Upbringing values, the highestratingsof importanceareevident in Genera- tionBabyBoomandGenerationZ.Sincetheyounger generation today is interested in nature protection, and education/upbringing is also important to them, such a resultis recordedhere.If personalvaluessig- nificantly affect tourism and the environment, atti- tudestowardconservationof nature,and sustainable tourism(Xu&Fox,2014),theresultsofthisstudycan beanencouragingindicatorthattheyoungergenera- tionwillstriveforthepreservationofmountainareas andtheirsustainabledevelopment.Fosteringthisway ofthinkingandbehavinginthemountainsisimpor- tantforbothyoungerandoldergenerations. Regardinggenderdifferences,Femalerespondents ingeneralrankmountaineeringvaluesasmoreimpor- tant.Theresultsshowthatfemalerespondentsmainly rank the importance of traditional and upbringing valueshigherthanmales.Theseresultsareconsistent withpreviousresearchthatfemalesaremoreoriented toservingothersandcaringfortheirwell-being(Gia- comino&Eaton,2003;Booheneetal.,2008).Female respondents,comparedtomales,mainlydescribedso- cialadaptability,helpfulnessinsocialsituations,cama- raderie,mountaineeringtraditionandnatureprotec- tionasmoreimportant.Fromthiswecanassumethat womeninthemountainswillbemorewillingtohelp indifficultsituations,aremorereceptivetothemoun- taineering tradition and will put more emphasis on natureconservationinthemountains. Wecan concludethattherearedifferencesin im- portanceofmountaineeringvaluesoftouristsinmoun- tains that are members or non-members of a moun- taineering association. These differences are mainly seeninTradition,HealthandUpbringingvalues,where members rate these values higher than non-memb- ers.SimilarresultswerepresentedbySuterandGmür (2018), where survey data from members of a Swiss hikingtrailassociationrevealedthattherearesignif- icantpositiverelationshipswithallmember-valuedi- mensions: enjoyment, affection, identity, power, par- ticipation,understanding,andsafety.However,length of membership showedstrongereffectsthanage.We see that the members of the mountaineering organi- zation accept mountaineering values to a greater ex- tent,thereforewecanassumethattheirvaluesarealso builtthroughmembershipinmountaineeringassocia- tions.Promotingawarenessofmountaineeringvalues is largely in the hands of the mountaineering orga- nization itself, which, through activities, promotion andprogrammes,bringsmountaineeringclosertothe people. Conclusion This study explores mountaineering values and how they differ according to different characteristics of touristsinthemountains.Thecharacteristicsincluded in this study were generationof tourists, genderand membershipinmountaineeringassociations.Accord- ingtothekeyresearchquestionofthisstudy,whether therearestatisticallysignificantdifferencesinimpor- tance of mountaineering values of tourists with dif- ferent characteristics, we can conclude that there are AcademicaTuristica,Year15,No.1,April2022 |105 TomiŠpindler,MihaLesjak,andMitjaGorenak ChangingValuesThroughGenerations differences.Thedifferencesareseenindifferentgen- erationsoftourists,genderand(non)membership in a mountaineering association. For Generation Z, the most important values are oriented to upbringing, helpingothersinsocialsituationsandculturalattitude towardsnature.GenerationYismostorientedtopre- serving nature, experiencing themself in the moun- tainsandhealth.ThemostimportantvaluesforGen- erationXareworkingability(afteranactivetrip),be- longingtoagroupandthetraditionofimportantpeo- pleinmountaineering.Valuesthataremostimportant fortheBabyBoomgenerationarelifeoptimism,inge- nuityandflexibilityinlifesituations,mountaineering tradition,social adaptability,nobilityandpatriotism. Regardinggender,onlyworkabilityafteranactivetrip and patriotism are more important to men than to women.Alltheothervaluesareofhigherimportance forwomen.Workingabilityafteranactivetripisalso theonlyvaluemoreimportanttonon-membersthan membersofamountaineeringassociation. The results of the research provide new informa- tionon thedemographicprofileofmountainvisitors andtheirpredominantmountaineeringvalues.Based on the results, it is evident that the mountains are visited by tourists with different values, which dif- fer according to age, gender and membership in a mountaineeringorganization.As a result, a different approach for tourists with different characteristics is neededtoincreasetheeffectivenessofpromotingsus- tainable tourist behaviour. Therefore, these findings havecertainimplicationsforthedevelopmentofsus- tainabletourisminmountains.Asimilarresearchcan be transferredto other areas in Slovenia and abroad, and the research will also be able to serve as a basis for researching the values of different generations of tourists in the field of sports tourism. In further re- search,itisalsopossibletocomparevaluesindiffer- entareas.Theidentifieddifferencesintheimportance of mountaineering values of tourists with different characteristics can contribute to the development of programmesofmountaineeringorganizationsandthe design of various sustainable activities in the moun- tains.Within-depthknowledgeofthecharacteristics of mountain visitors, tourism organizers will be bet- ter equipped to create and advertise mountaineering opportunitieswithcertaincombinationsofattributes offered by mountain tourism destinations. This re- search on the example of Slovenian mountains will contribute to the theory of understanding the values ofsportstourists,morepreciselyactivesportstourists inthemountains. Therearecertainlimitationsofthisstudyandalso opportunitiesforfutureresearch.Thelimitationisthat theresearchwiththemethodologyusediscarriedout ontheexampleofsportstouristswhospendthenight outside their place of residence and visit a 1st cate- goryhutintheSlovenianmountains.Futureresearch could also include conducting surveys in Category 2 and 3 huts. With the help of these results, we could identify the differences between tourists visiting dif- ferentcategoriesofhuts.Alimitationisalsothearea ofresearch.Thesurveywasconductedonasampleof respondentsinthemountainsinSlovenia.Futurere- searchcouldextendthescopeoftheresearchtoother countries.Thiswouldprovideanopportunitytocom- pare the importance of values in different countries. In the research, we limited ourselves to the summer season (June, July, August, September) within which the surveywas conducted. Future researchcould ex- tendthesurveytootherpartsoftheyear,allowingus toidentifydifferencesbetweentouristsheadingtothe mountains at different times of the year. The limita- tion of the research also refers to the characteristics of tourists. We used generations, gender and mem- bership in a mountaineering organization in the re- search.Futureresearchcouldincludeothercharacter- isticssuchassocialstatus,materialstatus,frequencyof tripstothemountains,andthepartoftheyearwhen theymostoftengotothemountains.Inthisway,inthe future we could obtain even more detailed informa- tionabouttouristsinthemountainsandgettoknow them better. With in-depth knowledge of mountain tourists, tourism organizers will be better equipped tocreateandadvertisesustainablemountaintourism products with certain combinations of attributes of- feredbymountaindestinations. References aarp.(2007). 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