Segmentation based on attitude: A cultural tourist dichotomy

Abstract

A segmented approach is more effective in cultural tourism destination marketing. This article segments cultural tourists based on attitude and analyses their differences. The study sample consists of 200 tourists visiting Goa. Factor analysis for dimension reduction and further cluster analysis using factor scores were performed to create the segments, and a T-test was used to analyse segmental differences. A two-cluster solution was formed using the factor scores. The attitude towards cultural tourism was shown to vary significantly amongst clusters. Both segments were culturally conscious, but only one was found to be culturally sensitive. The culturally sensitive segment must be promoted at culturally and environmentally sensitive destinations to help protect heritage sites and contribute to restoring cultural tourism attractions.