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This study aims to identify the structure of work values of the new workforce (also called Generation Y) in the service industry and to explore the relationship between work values and service orientation. A total of 246 valid questionnaires were obtained from undergraduates majoring in tourism and hospitality management. Factor analysis demonstrated that three dimensions of work values are a superior fit for new workforce. These dimensions include tangible rewards, selfimprovement, and freedom. Weak significant relationship was indicated between work values and service orientation.

Work Values of New Workforce and the Relationship with Service Orientation:An Exploratory Study in Chinese Context