The relative importance of culture in urban tourism: implications for segmentation

Purpose: This paper aims to contribute to urban tourism segmentation studies by examining the role of culture as a motivation for city visits, different preferences for activities and the demographic factors that influence activity choices. This study also compares the memorability of the trip across the segments identified based on their undertaken activities. Design/methodology/approach: This paper draws on questionnaire data that was collected from 614 tourists in Budapest, Hungary. Tourist segmentation was based on a two-step procedure: principal component analysis and Hierarchical Cluster Analysis. Multinomial logistic regression was applied to reveal the effect of different demographic and travel-related characteristics on the segments. Findings: The research revealed that cultural activities are still the most important motivation for urban tourists and that cultural tourists constitute the biggest segment (43%). They show a preference for heritage sites, museums and galleries rather than performing arts and festivals. Multinomial logistic regression showed that party tourists can be differentiated from cultural tourists and city break tourists predominantly by age and travel status. Older age groups and women are more likely to be interested in heritage sites, museums and galleries. Party tourists found their experience significantly more memorable than any other group and were much more likely to re-visit and recommend. Research limitations/implications: Overall, this study provides useful information for destination management organisations and city agencies about which activities to promote and how to segment and potentially target tourists. This study did not include lifestyle and personality factors, secondary and complementary attractions or cultural proximity and distance. Originality/value: There have been relatively few recent studies on urban cultural tourism segmentation, especially in whole destinations rather than at individual attractions, it was therefore considered timely to re-visit this area of research. This paper reinforces the importance of segmentation studies in tourism and analyses the changing motivations and activity preferences of urban cultural tourists over time.