SEGMENTING AND PROFILING THE CULTURAL TOURISM MARKET FOR AN ISLAND DESTINATION

Culture is an important part of the tourism product and is one of the variables that can increase the attractiveness and the competitiveness of a tourism destination. Cultural tourism covers all aspects of travel and provides an opportunity for visitors to learn about a destination’s history and way of life. However, the size and importance of cultural tourism for specific destinations is still a matter of some debate. Some suggest that it is difficult to truly document the size of the cultural tourism market due to the issues of defining a cultural tourist. This paper examines the magnitude and significance of cultural tourism for Prince Edward Island, a major Canadian tourist destination. In doing so, the paper segments and profiles the tourism market, and identifies distinguishing trip characteristics. Based on the research, two segments of travellers, based on cultural related activities, are clearly evident. The results indicate that culture-seeking tourists and other interest tourists are significantly different in terms of many travel variables, and particularly in spending patterns. For the destination studied, the extra economic impact associated with cultural visitors is substantial due to three factors: a closer personal connection to the destination, a longer overall length of stay, and higher per person per night spending.