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Cultural tourism behaviour and preferences among the live‐performing arts audience: an application of the univorous–omnivorous framework
Author(s) -
Barbieri Carla,
Mahoney Edward
Publication year - 2010
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.767
Subject(s) - tourism , the arts , consumption (sociology) , marketing , omnivore , sociology , variety (cybernetics) , consumer behaviour , destinations , advertising , cultural tourism , psychology , social science , social psychology , tourism geography , geography , business , visual arts , art , ecology , biology , predation , archaeology , artificial intelligence , computer science
This study uses the omnivorous–univorous theoretical framework of the arts marketing studies to identify relationships between the live‐performing arts and cultural tourism behaviours and preferences. Patrons of a major performing arts centre were segmented in three groups — sporadic , univores and omnivores — and examined regarding their cultural tourism behaviours and preferences. Statistical analysis revealed significant differences among groups in terms of demographic characteristics, art and culture consumption and cultural tourism behaviour and preferences. Study results add to the body of knowledge of tourism, suggesting that the culture omnivorous consumption behaviour reported in art marketing studies is also relevant to cultural tourism. Results suggest the existence of omnivorous cultural tourists seeking a wide variety of cultural products and experiences. The identification of a group of individuals with little interest and consumption of culture, including cultural travel destinations, also emerges from this study. Copyright © 2009 John Wiley & Sons, Ltd.