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Visitors to cultural heritage attractions: an actiVitY-BaseD integrateD tYPologY

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The purpose of this article is to broaden understanding of cultural heritage tourists through an activity based a priori segmentation approach. Data were collected from a survey conducted with 1,938 tourists visiting cultural heritage sites and events in Arizona (USA). This study suggests that tourists visiting cultural heritage attractions can be divided into two groups: “true cultural heritage tourists” and “spurious cultural heritage tourists.” Furthermore, true cultural tourists can be subgrouped into two types: “tangible heritage” and “intangible heritage” tourists. Similarly, spurious cultural heritage tourists are divided into three subgroups: “nature,” “sport,” and “business” tourists. These groups are compared in terms of demographics, importance of attractions, and motivations, and it is found that these typologies are distinct. The implications for cultural tourism attraction managers and marketers are discussed.
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Keywords: CULTURAL HERITAGE; INTANGIBLE HERITAGE; SEGMENTATION; TANGIBLE HERITAGE; TOURIST TYPOLOGY

Document Type: Research Article

Publication date: August 1, 2014

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  • Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.
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