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Cultural tourism market: a perspective paper

Cultural tourism market: a perspective paper This paper aims to discuss the evolution of the cultural tourism market and what its future may be.Design/methodology/approachInstead of seeing the cultural tourism market as homogeneous, a segmentation model was developed based on the centrality of culture in the overall decision to travel and the depth of experience sought.FindingsThe model verified five segments, including: the purposeful cultural tourist, the sightseeing cultural tourist, the serendipitous cultural tourist, the casual cultural tourist and the incidental cultural tourist.Originality/valueThis framework has transformed how we think about cultural tourists, as it provides a better understanding of the differences in behavior and preferences for certain types of experiences. It is also a tool to develop more effective marketing communication strategies and serves as the basis to evaluate the market significance of this activity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Cultural tourism market: a perspective paper

Tourism Review , Volume 75 (1): 4 – Feb 20, 2020

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References (12)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
DOI
10.1108/tr-03-2019-0096
Publisher site
See Article on Publisher Site

Abstract

This paper aims to discuss the evolution of the cultural tourism market and what its future may be.Design/methodology/approachInstead of seeing the cultural tourism market as homogeneous, a segmentation model was developed based on the centrality of culture in the overall decision to travel and the depth of experience sought.FindingsThe model verified five segments, including: the purposeful cultural tourist, the sightseeing cultural tourist, the serendipitous cultural tourist, the casual cultural tourist and the incidental cultural tourist.Originality/valueThis framework has transformed how we think about cultural tourists, as it provides a better understanding of the differences in behavior and preferences for certain types of experiences. It is also a tool to develop more effective marketing communication strategies and serves as the basis to evaluate the market significance of this activity.

Journal

Tourism ReviewEmerald Publishing

Published: Feb 20, 2020

Keywords: Cultural tourism; Marketing; Culture; Segmentation

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