Unawareness
INTERNATIONAL JOURNAL OF TOURISM RESEARCH Int. J. Tourism Res. 5, 45±58 (2003) Published online in Wiley InterScience (www.interscience.wiley.com). DOI: 10.1002/jtr.417
Testing a Cultural Tourism Typology
Bob McKercher* and Hilary du Cros School of Hotel and Tourism Management, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
ABSTRACT This paper tests further a cultural tourism typology based on the interface between centrality of cultural tourism as a trip motive and the depth of experience. Five types of cultural tourist are identi®ed that represent ®ve bene®t-based segments. The segments are tested against a variety of trip, demographic, motivational, preferred activity, awareness, cultural distance and activity variables. Signi®cant differences are noted between the groups, suggesting that the model presented may be effective in segmenting the cultural tourism market. Moreover, although the segmentation process is predicated on two variables, these variables are re¯ective of underlying trip motivation, activity preference and cultural distance factors noted between the different types of cultural tourist. Copyright # 2003 John Wiley & Sons, Ltd.
experience to those people who were highly motivated to travel for cultural reasons and who subsequently had deep experiences. The model was tested empirically in a limited manner and it was discovered that each of the ®ve segments exhibited substantially different behaviour. This paper develops the tourism typology model further by testing the validity of the segments identi®ed against a wider range of trip, demographic, experiential, motivational, attitudinal and learning variables. CLASSIFYING CULTURAL TOURISTS BY CENTRALITY OF PURPOSE AND DEPTH OF EXPERIENCE Marketing theory argues that every market consists of groups or segments of customers with different needs and wants (Kotler, 1999). Customers who react in a homogeneous way, be it in their motivations, behaviour, reactions to marketing
Testing a Cultural Tourism Typology
Bob McKercher* and Hilary du Cros School of Hotel and Tourism Management, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong
ABSTRACT This paper tests further a cultural tourism typology based on the interface between centrality of cultural tourism as a trip motive and the depth of experience. Five types of cultural tourist are identi®ed that represent ®ve bene®t-based segments. The segments are tested against a variety of trip, demographic, motivational, preferred activity, awareness, cultural distance and activity variables. Signi®cant differences are noted between the groups, suggesting that the model presented may be effective in segmenting the cultural tourism market. Moreover, although the segmentation process is predicated on two variables, these variables are re¯ective of underlying trip motivation, activity preference and cultural distance factors noted between the different types of cultural tourist. Copyright # 2003 John Wiley & Sons, Ltd.
experience to those people who were highly motivated to travel for cultural reasons and who subsequently had deep experiences. The model was tested empirically in a limited manner and it was discovered that each of the ®ve segments exhibited substantially different behaviour. This paper develops the tourism typology model further by testing the validity of the segments identi®ed against a wider range of trip, demographic, experiential, motivational, attitudinal and learning variables. CLASSIFYING CULTURAL TOURISTS BY CENTRALITY OF PURPOSE AND DEPTH OF EXPERIENCE Marketing theory argues that every market consists of groups or segments of customers with different needs and wants (Kotler, 1999). Customers who react in a homogeneous way, be it in their motivations, behaviour, reactions to marketing
References: Int. J. Tourism Res. 5, 45±58 (2003) 58 Int. J. Tourism Res. 5, 45±58 (2003)