Psychographic segmentation of cathedral visitors in England and Wales: introducing the Visitor Expectations Type Scales 2.0 (VETS 2.0)

Abstract

ABSTRACT This study employs Jungian psychological type theory, as subsequently developed by various type measures, to interpret and to classify the expectations of cathedral visitors, as assessed by the Visitor Expectations Type Scales 2.0 (VETS 2.0). Data provided by 1,278 visitors to five cathedrals in England and Wales demonstrated the coherence and internal consistency of the eight measures of the VETS 2.0 (designed to access introvert expectations, extravert expectations, sensing expectations, intuitive expectations, feeling expectations, thinking expectations, perceiving expectations, and judging expectations) and drew attention to the particular emphasis placed by cathedral visitors on introvert expectations, feeling expectations, and perceiving expectations. The VETS 2.0 are commended as providing a more valid assessment of the psychographic segmentation of cathedral visitors than could be provided simply by the administration of a recognised measure of psychological type. Such assessment has implications for the marketing and management of cathedrals within the tourism industry.