1. Name: Tiezheng Yuan
Student Number: 110562836
1
MKT 3095 Cultural and Heritage Marketing
Name: Tiezheng Yuan
Student Number: 110562836
Degree Title: NN52 Marketing and Management
Word Count: 1949

2. Name: Tiezheng Yuan
Student Number: 110562836
2
Cultural and heritage tourism is defined as visits by persons from outside the host community
motivated wholly or in part by interest in the historical, artistic, scientific or lifestyle/heritage
offerings of a community, region, group or institution (Silberberg, 1995). According to World
Tourism Organisation (2012), the number of international tourist arrivals has surpassed 1
billion and it will continue to grow. This motivates marketers to use various segmentation
strategies to gain a deeper understanding of cultural tourist (Alzua et al., 1998). Kotler (1999)
argues that every market consist of groups or segments of customers with different needs and
wants. Sollner and Rese (2001) supports Kotler’s argument mentioning that customer who
react in a homogeneous way, be it in their motivations, behaviour, reactions to marketing
activities, or the benefits they seek from consuming products and services can be grouped
together. Over the years, marketers have used two market segmentation techniques to
segment cultural tourist. One technique is segment by socio-demographic characteristics
while another is segment by benefits. The belief underlying benefits segmentation strategy is
that the benefits which people are seeking in consuming a given product are the basic reasons
for the existence of true market segments (Haley, 1968). This essay aims to discuss the
market segments within the cultural and heritage tourist market from two perspectives. Firstly,
it will discuss the cultural tourist segments from socio-demographic perspective. Next, it will
discuss the cultural tourist segments from benefits perspective.
Alzua et al. (1998) categorise cultural tourist into 5 segments based on socio-demographic
characteristics. They are namely heritage young backpacker, heritage middle age family,
older urban heritage, visiting friends/ relatives, and family resort. Heritage young
backpackers were travellers strongly focused on cultural tourism and they ranked the
opportunity to increase their knowledge as very important (Alzua et al., 1998). The
demographic profile of this segment is characterised by being young (under 35 years old) and
most are single, widowed or divorced living alone. They are highly educated as most have a
first or second degree from a university and proficiency in French as second language.
However, later studies by Shifflet and Associates (1999) contradict the findings of Alzua et al.
(1998). Shifflet and Associates (1999) grouped cultural tourist into 3 segments. They are
namely core, moderate and low heritage travellers. Shifflets and Associates (1999)
discovered that core heritage travellers were generally older people average 51 years old and
above. They were mostly married and retired personnel. Therefore, there were differences in

3. Name: Tiezheng Yuan
Student Number: 110562836
3
demographic profiles between the two literatures although both authors grouped this segment
as the most enthusiastic cultural travellers.
Furthermore, a study conducted by Kim et al. (2007) also contradicts with the work of Alzua
et al. (1998). Kim et al. (2007) grouped cultural tourists into 4 segments. They are namely
festival and musical attractions, commercial recreation parks, local festivals and fairs, and
knowledge/aesthetic seeking attractions. The study by Kim et al. (2007) suggests that young
people (under 30 years old) are more likely to participate in festival and musical attractions
and they seek enjoyment over knowledge. An example of festival and musical attractions
would be the Edinburgh festival where many young audiences attended (Logan and Gardner,
2013). Besides that, Kim et al. (2007) found that people with higher education and
socioeconomic status are more likely to attend knowledge seeking attractions. Kim et al.
(2007) also emphasise that females were more likely to participate in this type of attraction
than males. However, age is not a significant factor in this segment. An example of
knowledge seeking attraction would be the Museum of London where it has the largest
archaeological archive in the world (Tamborrino, 2012). Therefore, the literature between
Kim et al. (2007) and Alzua et al. (1998) contradicts as the segment demographics and
characteristics were different.
On the other hand, there were some similarities among the work of Alzua et al. (1998),
Shifflet and Associates (1999) and Kim et al. (2007). The heritage middle age family
segment categorised by Alzua et al. (1998) has some similarities with the moderate heritage
travellers of Shifflet and Associates (1999). Both authors mentioned their respective segment
as slightly older (46 to 65 years old), have average educational level and income, and most
are married with a family. Besides that, there were also similarities between the core heritage
travellers of Shifflet and Associates (1999) and knowledge seeking attractions of Kim et al.
(2007). Shifflet and Associates (1999) categorised core travellers as married, highly educated,
has the highest average annual income and most are employed in white-collar occupations
such as professional or managerial positions. Similarly, Kim et al. (2007) categorised
knowledge seeking attraction as married, has high education, and has high level of
socioeconomic status and income.

4. Name: Tiezheng Yuan
Student Number: 110562836
4
However, a number of authors (Prentice et al., 1998; Frochot and Morrison, 2000) argue that
because cultural tourism is experiential and that experience is sought by groups of cultural
tourist across socio-demographic strata, benefit segmentation may be more applicable than
strict socio-demographic segmentation. Therefore, this part of the essay will discuss cultural
tourist segments from benefit segmentation perspective.
Cohen (1979) categorised cultural tourist into 5 segments based on benefits segmentation
strategy. They are namely recreational mode, diversionary mode, experiential mode,
experimental mode and existential mode. Recreational mode is explained as tourist who seeks
to enjoy his trip, because it restores his physical and mental powers and endows him with a
general sense of well-being. However, cultural elements do not play an important role in
decision making. A later study by Mckercher and Cros (2003) supports the work of Cohen
(1979). Mckercher and Cros (2003) also grouped cultural tourist into 5 segments. They are
namely, purposeful cultural tourist, sightseeing cultural tourist, casual cultural tourist,
incidental cultural tourist and serendipitous cultural tourist. Some similarities could be found
between recreational mode categorised by Cohen (1979) and casual cultural tourist of
Mckercher and Cros (2003). Casual cultural tourist engages the destination in a shallow
manner and cultural tourism reasons play a limited role in the decision to visit a destination
(Mckercher and Cros, 2003). For example, many tourists visit Pearl Islands (Panama) simply
for relaxation reasons (Arellano, 2002). Therefore, some similarities in segment
characteristics could be identified between the two literatures.
Besides that, similarities could also be found between experiential mode and sightseeing
cultural tourist. Experiential mode, as explained by Cohen (1979) are people who travel for a
renewed quest for meaning and in search of experience however does not engage deeply.
Similarly, Mckercher and Cros (2003) categorised sightseeing cultural tourist as
entertainment-orientated but learning about the other's culture or heritage is a major reason
for visiting a destination. For example, many international tourist visit Chang Mai (Thailand)
to experience its culture but most are also interested in participating in the Songkran festival
in April that marks the end of dry season (Hiris, 2011). Silberberg (1995) also supports the
work of Cohen (1979). Silberberg (1995) categorised cultural tourist into four segments.
They are namely greatly motivated, motivated in part, adjunct to another motivation and
accidental cultural tourist. Similarities could also be found among motivated in part,

5. Name: Tiezheng Yuan
Student Number: 110562836
5
experiential mode and sightseeing cultural tourist. Motivates in part involve persons who
travel to the city both because of the cultural opportunities and, say, to visit friends or
relatives (Silberberg, 1995). Thus, some similarities could be identified among the three
literatures.
In addition, similarities could also be identified among existential mode, greatly motivated
and purposeful cultural tourist. Existential mode refers to traveller who is fully committed in
learning and experiencing the culture of the destination and engages deeply (Cohen, 1979).
Similarly, Silberberg (1995) categorised greatly motivated as people who travel to a city
specifically because of its theatre opportunities, museums and cultural festivals. Mckercher
and Cros (2003) also explains purposeful cultural tourist as those who has a deep cultural
experience and considers learning about the other's culture or heritage as a major reason for
visiting a destination. An example of purposeful cultural tourist are those who visit Cape
Breton Island in Canada just to learn and experience the unique culture it has as
approximately 75% of the population can trace ancestral roots to Scotland (Brown, 2009).
Therefore, there were some consistencies among the three literatures.
Furthermore, similarities could also be identified between accidental cultural tourist
categorised by Silberberg (1995) and incidental cultural tourist of Mckercher and Cros (2003).
Accidental cultural tourist includes people travelling to the city who do not intend to go to a
cultural attraction or event but find, for example, that the friends or relatives they have visited
take them along or that the cultural opportunity is close to their hotel (Silberberg, 1995).
Similarly, Mckercher and Cros (2003) explain incidental cultural tourist as those who do not
consider cultural tourism reasons as important in the destination decision-making process.
However, while at the destination, the person will participate in cultural tourism activities,
having a shallow experience. For example, tourist who visits Brighton in May might
participate in the Brighton Festival as it stretches over three weeks (Williams and Bowdin,
2007). However, such action is unplanned.
On the other hand, there were some differences among the work of Cohen (1979), Silberberg
(1995) and Mckercher and Cros (2003). The diversionary mode identified by Cohen (1979)
was not mentioned in the literatures of Silberberg (1995) and Mckercher and Cros (2003).
Diversionary mood is explained as a mere escape from boredom and meaningless of routine

6. Name: Tiezheng Yuan
Student Number: 110562836
6
(Cohen, 1979). Similarly, the serendipitous cultural tourist segment identified by Mckercher
and Cros (2003) was also not mentioned in the literatures of Cohen (1979) and Silberberg
(1995). Serendipitous cultural tourist are those who do consider culture tourism as important
in the decision to visit a destination, but while there this tourist visits cultural attractions and
ends up having a deep experience (Mckercher and Cros, 2003). Although there were some
differences among the three literatures but generally the segments identified by the authors
were consistent.
However, Stebbins (1996) disagrees with the work of Cohen (1979) and Silberberg (1995).
Stebbins (1996) argues that there should be only two segments within the cultural tourist
market. They are the general cultural tourist and specialized cultural tourist. The general
cultural tourist are those who makes a hobby of visiting different geographic sites such as
countries, cities, and regions, taking in there some of the cultural forms (Stebbins, 1996).
Specialised cultural tourists are those who focus on one or a small number of geographic sites
or cultural entities. This tourist repeatedly visits a particular city, region, or country in search
of a broad cultural understanding of the place, or goes to different cities, regions, or countries
in search of exemplars of, for instance, a kind of art, history, festival, or museum (Stebbins,
1996). Therefore, Stebbins (1996) contradicts with the work of Cohen (1979) and Silberberg
(1995).
In conclusion, cultural tourists are very different with general tourists in terms of socio-
demographics, motivation and activities (Martin et al., 2004). On most measurements,
cultural heritage visitors were different from other visitors, implying that heritage planners
and marketers should take these differences into consideration when planning and promoting
cultural heritage tourism (Yun et al., 2008). Marketers have used two segmentation
techniques to segment cultural tourist. One technique is segment by socio-demographics
where marketers profile cultural tourist based on age, marital status, education level, income
and socio-economic status. However, there were limited consistencies with the literatures
reviewed as the demographic profile and characteristics identified by one author differs with
the next. Another technique used was benefit segmentation where marketer segment cultural
tourist based on benefit motivations. Generally, the segments identified by authors using
benefits technique were consistent. Nonetheless, no matter which technique is used, segments

7. Name: Tiezheng Yuan
Student Number: 110562836
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are only meaningful if they help an organisation better match its products with its target
markets (Mitchell and Wilson, 1998).

8. Name: Tiezheng Yuan
Student Number: 110562836
8
List of References
Alzua, A., O’Leary, J. and Morrison, A.M. (1998) 'Cultural and Heritage Tourism: Identifying niches
for international travelers', The Journal of TourismStudies,9(2),pp. 1-13.
Arellano, L.E. (2002) 'Diving into Panama', Central America,9(1),pp. 1-31.
Brown, K.G. (2009) 'Island tourism marketing: music and culture', International Journal of Culture,
Tourismand Hospitality Research,3(1),pp. 25-32.
Cohen, E. (1979) 'A phenomenology of tourist experiences', British Sociological Association, 13(1),
pp. 170-201.
Frochot, I. and Morrison, A. (2000) 'Benefit Segmentation: a review of its application to travel and
tourism research', Journal of travel and TourismMarketing,9(4),pp. 21-46.
Haley, R. (1968) 'Benefit segmentation: A decision-orientated research tool', Journal of Marketing, 32
(July), pp. 30-35.
Hiris, M. (2011) 'Thailand festivals', Travel Hopspitality,16(1),pp. 1-12.
Kim, H., Cheng, C.-K. and O’Leary, J.T. (2007) 'Understanding participation patterns and trends in
tourism cultural attractions', Tourism Management, 28, pp. 1366-1371.
Kotler P. (1999) Kotler on marketing: How to create, win and dominate markets. Simon and Schuster:
London
Logan, B. and Gardner, L. (2013) The best (and worst) of the Edinburgh festival 2013. Available at:
http://www.theguardian.com/culture/2013/aug/28/best-and-worst-edinburgh-fringe (Accessed:
15/12/2013).
Martin, B.S, Bridges, W.C and Valliere, W. (2004) ‘Are cultural heritage visitors really different from
other visitors?’, TourismAnalysis, 9(1),pp. 129–134.
McKercher, B. and du Cros, H. (2003) 'Testing a cultural tourism typology', International Journal of
TourismResearch 5,pp. 45–58.
Mitchell VW, Wilson DF. (1998) 'Balancing theory and practice: a reappraisal of business-to-business
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Prentice, R., Witt, S. and Hamer, C. (1998) 'Tourism as experience: the case of heritage parks',
Annuals of TourismResearch, 25(1),pp. 1-24.
Shifflet, D.K and Associates. (1999) 'Pennsylvania Heritage Tourism Study', McLean, Virginia:
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TourismManagement,16(5), pp. 361-365.
Sollner A, Rese M. (2001) 'Market segmentation and the structure of competition: applicability of
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Business Research,51,pp. 25-36.
Stebbins, R.A. (1996) 'Cultural tourism as serious leisure', Annals of Tourism Research, 23(4), pp.
948-950.

9. Name: Tiezheng Yuan
Student Number: 110562836
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Tamborrino, R. (2012) 'Searching for a state-of-the-art public space: city museums among archives
and networks', Planning Perspective,27(3),pp. 463-473.
Williams, M. and Bowdin, G.A.J. (2007) 'Festival evaluation: An exploration of seven UK arts
festivals', Managing Leisure,12,pp. 187-203.
Yun, D., Hennessey, S., Macdonald, R. and Maceachern, M. (2008) 'Typology of cultural tourist: An
island study', 3rd International Small Island Cultures Conference. Charlottetown. Institute of Island
Studies.