Abstract
Market segmentation coupled with target marketing Is on the increase and cultural tourism could prove a worthwhile sector. Research carried out in the USA by both arts and travel organizations has demonstrated the significance of the arts - tourism relationship. Audiences have been defined in terms of lifestyle descriptive variables with levels of educational attainment and income being among the more important indicators. Economic impact studies have shown that the financial contribution of the cultural tourist may be significantly greater than that of the local attendee. Arts festivals have great tourism-generating power and may even be worth publicizing abroad.
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