Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage sit...

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Bibliographic Details
Published in:Zagreb International Review of Economics & Business 2024-05, Vol.27 (1), p.231-252
Main Authors: Rajh, Sunčana Piri, Rajh, Edo, Horvat, Sandra
Format: Article
Language:English
Subjects:
Cluster analysis
Consumer behavior
consumer behaviour
consumer decision-making styles
Consumer Styles Inventory (CSI)
Cultural heritage
Decision making
Descriptive research
Discriminant analysis
heritage sites
Inventory
M31
M39
Z33
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Summary:The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.
ISSN:1849-1162
1331-5609
1849-1162
DOI:10.2478/zireb-2024-0011