Premium
Towards an improved typology approach to segmenting cultural tourists
Author(s) -
Chen Ganghua,
Huang Songshan Sam
Publication year - 2018
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.2177
Subject(s) - typology , centrality , market segmentation , segmentation , sample (material) , tourism , identification (biology) , psychology , marketing , sociology , geography , business , computer science , artificial intelligence , statistics , mathematics , anthropology , chemistry , botany , archaeology , chromatography , biology
This study aims to improve the cultural tourist typology methodology that uses cultural centrality and depth of cultural experience in its framework. Using a sample of Chinese tourists in Macau ( n = 595) collected via questionnaire surveys, the study confirmed the determination effect of cultural centrality on depth of cultural experience. Subsequently, the study demonstrated an improved approach that eliminates such a determination effect in typology identification. Compared to McKercher's ([McKercher, B., 2002]) approach, the improved typology presents a balanced segmentation of cultural tourists and distinguishes the segments more clearly in their sociodemographic characteristics. The improved typology generated more meaningful practical implications.