ABSTRACT
The horizontal axis reflects the centrality of a cultural tourism in the overall trip decisionmaking process. It recognizes the role of culture can vary in importance from being the main or only reason to visit to playing no role at all in the decision-making process, even though the tourist may still participate in some cultural activities. The vertical axis represents depth of experience. This axis recognizes that not all tourists want or can have a deep experience. Instead, a range of experiences can exist. (See Plates 8.1 and 8.2). The five types of cultural tourist that emerge from the matrix are the:
• purposeful cultural tourist: cultural tourism is the primary motive for visiting a destination and the individual has a deep cultural experience;
• sightseeing cultural tourist: cultural tourism is a primary or major reason for visiting a destination but the experience is more shallow;
• serendipitous cultural tourist: a tourist who does not travel for cultural tourism reasons but who, after participating, ends up having a deep cultural tourism experience;
• casual cultural tourist: cultural tourism is a weak motive for visiting a destination and the resultant experience is shallow;
• incidental cultural tourist: who does not travel for cultural tourism reasons but who nonetheless participates in some activities and has a shallow experience.
