The process of changing values is equally turbulent. The system of shared basic values that makes for social cohesion has now virtually disappeared. Our live-for-the-moment society is characterized not only by individualism but also by many sub-groups with their own value patterns each of them claiming to represent society. Cultural identity seems to be increasingly reduced to leisure behaviour, and travel with its utopian, ritual and mythical nature is steadily becoming the last common identity area (Thiem, 1994). The so-called "mega generation" makes itself heard loud and clear, and its values are mainly as follows: