Who visits cathedrals? The science of cathedral studies and psychographic segmentation
Francis, L.J. and Mansfield, S. (2022) Who visits cathedrals? The science of cathedral studies and psychographic segmentation. HTS Teologiese Studies / Theological Studies. ISSN 0259-9422
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Abstract
This study applied psychographic segmentation theory to explore the psychological type profile of 1,082 visitors to four cathedrals (three in England and one in Wales) and to set this profile alongside the published national normative data. Data provided by the Francis Psychological Type Scales demonstrated that among cathedral visitors there were more introverts (60%), sensing types (72%), and judging types (80%), with a balance between thinking types (49%) and feeling types (51%). Comparisons with the population norms demonstrated that extraverts and perceiving types were significantly underrepresented among visitors to these four cathedrals. The implications of these findings are discussed for enhancing the visitor experience of those currently visiting and for attracting those psychological types currently less likely to visit. Contribution: Situated within the science of cathedral studies, this article demonstrates (by means of applying psychographic segmentation theory and gathering data from four cathedrals) that extraverts and perceiving types were significantly under-represented among cathedral visitors. These data are important for understanding limitations on the reach of cathedrals within the wider community.
| Item Type: | Article |
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| Additional Information: | © 2022 AOSIS. This is an author accepted manuscript of a paper subsequently published in HTS Teologiese Studies / Theological Studies. Uploaded in accordance with the publisher's self-archiving policy. |
| Keywords: | psychological type psychographic segmentation cathedral studies visitor experience |
| Depositing User: | Ursula Mckenna |
| Date Deposited: | 15 Aug 2022 09:27 |
| Last Modified: | 15 Aug 2022 09:27 |
| URI: | https://bgro.repository.guildhe.ac.uk/id/eprint/965 |
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