PROFILING CULTURAL TRAVELERS ON THE BASIS OF A CONSUMER BEHAVIORAL APPROACH

This article identifies typical patterns of information sourcing behavior in the travel decision process of the cultural traveler. Trip characteristics, degree of packaging, choice of accommodation and sociodemographic variables are also discussed. Using data from the province of Arcadia, Greece, which serves as the research field of a longitudinal study, the present article provides some new insight into how information search affects cultural travelers. Tourists interested in learning about the local culture/history would primarily seek information on their destination place from recommendations made by friends and family and secondly by looking for information on the Internet. The findings suggest strategies for marketing management decisions and a comprehensive understanding of the cultural travel market segment from a consumer behavior perspective.