diff --git a/jOOQ/src/main/java/org/jooq/XMLFormat.java b/jOOQ/src/main/java/org/jooq/XMLFormat.java
index 8ad7eaade3..28007e6163 100644
--- a/jOOQ/src/main/java/org/jooq/XMLFormat.java
+++ b/jOOQ/src/main/java/org/jooq/XMLFormat.java
@@ -41,11 +41,12 @@ package org.jooq;
  */
 public final class XMLFormat {
 
-    final boolean xmlns;
-    final boolean format;
-    final String  newline;
-    final int     indent;
-    final boolean header;
+    final boolean      xmlns;
+    final boolean      format;
+    final String       newline;
+    final int          indent;
+    final boolean      header;
+    final RecordFormat recordFormat;
 
     public XMLFormat() {
         this(
@@ -53,7 +54,8 @@ public final class XMLFormat {
             false,
             "\n",
             2,
-            true
+            true,
+            RecordFormat.VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE
         );
     }
 
@@ -62,13 +64,15 @@ public final class XMLFormat {
         boolean format,
         String newline,
         int indent,
-        boolean header
+        boolean header,
+        RecordFormat recordFormat
     ) {
         this.xmlns = xmlns;
         this.format = format;
         this.newline = newline;
         this.indent = indent;
         this.header = header;
+        this.recordFormat = recordFormat;
     }
 
     /**
@@ -80,7 +84,8 @@ public final class XMLFormat {
             format,
             newline,
             indent,
-            header
+            header,
+            recordFormat
         );
     }
 
@@ -100,7 +105,8 @@ public final class XMLFormat {
             newFormat,
             newline,
             indent,
-            header
+            header,
+            recordFormat
         );
     }
 
@@ -120,7 +126,8 @@ public final class XMLFormat {
             format,
             newNewline,
             indent,
-            header
+            header,
+            recordFormat
         );
     }
 
@@ -140,7 +147,8 @@ public final class XMLFormat {
             format,
             newline,
             newIndent,
-            header
+            header,
+            recordFormat
         );
     }
 
@@ -163,7 +171,8 @@ public final class XMLFormat {
             format,
             newline,
             indent,
-            newHeader
+            newHeader,
+            recordFormat
         );
     }
 
@@ -173,4 +182,48 @@ public final class XMLFormat {
     public boolean header() {
         return header;
     }
+
+    /**
+     * The record format to be applied, defaulting to
+     * {@link RecordFormat#VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE}.
+     */
+    public XMLFormat recordFormat(RecordFormat newRecordFormat) {
+        return new XMLFormat(
+            xmlns,
+            format,
+            newline,
+            indent,
+            header,
+            newRecordFormat
+        );
+    }
+
+    /**
+     * The record format to be applied, defaulting to
+     * {@link RecordFormat#VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE}.
+     */
+    public RecordFormat recordFormat() {
+        return recordFormat;
+    }
+
+    /**
+     * The format of individual XML records.
+     */
+    public enum RecordFormat {
+
+        /**
+         * The default: <code>/record/value[@field="colname"]/text()</code>.
+         */
+        VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE,
+
+        /**
+         * Simplified: <code>/record/value/text()</code>.
+         */
+        VALUE_ELEMENTS,
+
+        /**
+         * Simplified: <code>/record/colname/text()</code>.
+         */
+        COLUMN_NAME_ELEMENTS,
+    }
 }
diff --git a/jOOQ/src/main/java/org/jooq/impl/ResultImpl.java b/jOOQ/src/main/java/org/jooq/impl/ResultImpl.java
index 8ffa6411ab..a2340565af 100644
--- a/jOOQ/src/main/java/org/jooq/impl/ResultImpl.java
+++ b/jOOQ/src/main/java/org/jooq/impl/ResultImpl.java
@@ -37,6 +37,8 @@ package org.jooq.impl;
 
 import static java.lang.Math.max;
 import static java.lang.Math.min;
+import static org.jooq.XMLFormat.RecordFormat.COLUMN_NAME_ELEMENTS;
+import static org.jooq.XMLFormat.RecordFormat.VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE;
 import static org.jooq.impl.DSL.insertInto;
 import static org.jooq.impl.DSL.name;
 import static org.jooq.impl.DSL.table;
@@ -1052,11 +1054,21 @@ final class ResultImpl<R extends Record> implements Result<R>, AttachableInterna
                 writer.append(newline).append(indent[recordLevel]).append("<record>");
 
                 for (int index = 0; index < fields.fields.length; index++) {
+                    writer.append(newline).append(indent[valueLevel]);
+
+                    String tag = format.recordFormat() == COLUMN_NAME_ELEMENTS
+                        ? escapeXML(fields.fields[index].getName())
+                        : "value";
+
                     Object value = record.get(index);
 
-                    writer.append(newline).append(indent[valueLevel]).append("<value field=\"");
-                    writer.append(escapeXML(fields.fields[index].getName()));
-                    writer.append("\"");
+                    writer.append("<" + tag);
+
+                    if (format.recordFormat() == VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE) {
+                        writer.append(" field=\"");
+                        writer.append(escapeXML(fields.fields[index].getName()));
+                        writer.append("\"");
+                    }
 
                     if (value == null) {
                         writer.append("/>");
@@ -1064,7 +1076,7 @@ final class ResultImpl<R extends Record> implements Result<R>, AttachableInterna
                     else {
                         writer.append(">");
                         writer.append(escapeXML(format0(value, false, false)));
-                        writer.append("</value>");
+                        writer.append("</" + tag + ">");
                     }
                 }
 
@@ -1195,8 +1207,14 @@ final class ResultImpl<R extends Record> implements Result<R>, AttachableInterna
                     Field<?> field = fields.fields[index];
                     Object value = record.get(index);
 
-                    Element eValue = document.createElement("value");
-                    eValue.setAttribute("field", field.getName());
+                    String tag = format.recordFormat() == COLUMN_NAME_ELEMENTS
+                        ? escapeXML(fields.fields[index].getName())
+                        : "value";
+
+                    Element eValue = document.createElement(tag);
+
+                    if (format.recordFormat() == VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE)
+                        eValue.setAttribute("field", field.getName());
                     eRecord.appendChild(eValue);
 
                     if (value != null) {
@@ -1265,17 +1283,23 @@ final class ResultImpl<R extends Record> implements Result<R>, AttachableInterna
                 Field<?> field = fields.fields[index];
                 Object value = record.get(index);
 
-                AttributesImpl attrs = new AttributesImpl();
-                attrs.addAttribute("", "", "field", "CDATA", field.getName());
+                String tag = format.recordFormat() == COLUMN_NAME_ELEMENTS
+                    ? escapeXML(fields.fields[index].getName())
+                    : "value";
 
-                handler.startElement("", "", "value", attrs);
+                AttributesImpl attrs = new AttributesImpl();
+
+                if (format.recordFormat() == VALUE_ELEMENTS_WITH_FIELD_ATTRIBUTE)
+                    attrs.addAttribute("", "", "field", "CDATA", field.getName());
+
+                handler.startElement("", "", tag, attrs);
 
                 if (value != null) {
                     char[] chars = format0(value, false, false).toCharArray();
                     handler.characters(chars, 0, chars.length);
                 }
 
-                handler.endElement("", "", "value");
+                handler.endElement("", "", tag);
             }
 
             handler.endElement("", "", "record");
diff --git a/jOOQ/src/main/resources/xsd/jooq-export-3.10.0.xsd b/jOOQ/src/main/resources/xsd/jooq-export-3.10.0.xsd
index c3e08ec631..3132e2198d 100644
--- a/jOOQ/src/main/resources/xsd/jooq-export-3.10.0.xsd
+++ b/jOOQ/src/main/resources/xsd/jooq-export-3.10.0.xsd
@@ -38,15 +38,26 @@
     </complexType>
 
     <complexType name="Record">
+        <!--
+          It is not possible, in XSD, to enforce a choice between a well defined type and a wildcard as below.
+          If, however, a <value/> element is present, then the following behaviour can be assumed:
+
+          - If there are only value elements, then the jooq-export:Value type is parsed
+          - If there is at least one non-value element, then the wildcard is parsed
+
         <sequence>
             <element name="value" type="jooq-export:Value" minOccurs="0" maxOccurs="unbounded"/>
         </sequence>
+         -->
+        <sequence>
+            <any minOccurs="0" maxOccurs="unbounded" processContents="skip"/>
+        </sequence>
     </complexType>
 
     <complexType name="Value">
         <simpleContent>
             <extension base="string">
-                <attribute name="field" type="string"/>
+                <attribute name="field" type="string" use="optional"/>
             </extension>
         </simpleContent>
     </complexType>