TY  - JOUR
AB  - 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.
VL  - 75
IS  - 1
SN  - 1660-5373
DO  - 10.1108/TR-03-2019-0096
UR  - https://doi.org/10.1108/TR-03-2019-0096
AU  - McKercher Bob
PY  - 2020
Y1  - 2020/01/01
TI  - Cultural tourism market: a perspective paper
T2  - Tourism Review
PB  - Emerald Publishing Limited
SP  - 126
EP  - 129
Y2  - 2024/05/11
ER  -