Testing a cultural tourism typology

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 identified that represent five benefit-based segments. The segments are tested against a variety of trip, demographic, motivational, preferred activity, awareness, cultural distance and activity variables. Significant 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 reflective of underlying trip motivation, activity preference and cultural distance factors noted between the different types of cultural tourist.