Cultural tourism market: a perspective paper

Bob McKercher

Research output: Journal article publicationJournal articleAcademic researchpeer-review

45 Citations (Scopus)


Purpose: This paper aims to discuss the evolution of the cultural tourism market and what its future may be. Design/methodology/approach: Instead 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. Findings: The 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/value: This 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.

Original languageEnglish
Pages (from-to)126-129
Number of pages4
JournalTourism Review
Issue number1
Publication statusPublished - 2 Jan 2020


  • Cultural tourism
  • Culture
  • Marketing
  • Segmentation

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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