Towards a Classification of Cultural Tourists

Home , Hobby, Tourism in Hong Kong

INTERNATIONAL JOURNAL OF TOURISM RESEARCH Int. J. Tourism Res. 4, 29±38 +2002) DOI: 10.1002/jtr.346 Towards a Classi®cation of Cultural Tourists

Bob McKercher* Department of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Hong Kong, SAR

ABSTRACT consumer base, without considering that different types of cultural tourists may seek This paper proposes a model to segment the qualitatively different experiences or may be cultural tourism market according to two capable of engaging attractions at different dimensions: i) the importance of cultural levels. motives in the decision to visit a destination This paper proposes a model to segment the and ii) depth of experience. The model is cultural tourism market according to two tested empirically using Hong Kong as a case dimensions: +i) the importance of cultural study. The test identi®ed ®ve discrete motives in the decision to visit a destination cultural tourism market segments that and +ii) depth of experience.The model is exhibited substantially different behaviour. tested empirically using Hong Kong as a case Copyright # 2002 John Wiley & Sons, Ltd. study.The model has been proposed to advance the examination of cultural tourism as a tourism activity. Received 8 September 2000; revised 6 December 2000; accepted In this paper, terms such as shallow, deep, 12 December 2000 super®cial and meaningful are used to de- scribe different types of experiences engaged Keywords: cultural tourism; classi®cation in by cultural tourists.The terms are used as system; segmentation; Hong Kong. descriptors only; they are not used in a judgmental sense to imply that one type of INTRODUCTION activity is preferable to another or that one type of tourist is a more worthy type of cultural n spite of the fact that it has been recognised tourist than another. I as a separate product category since the late 1970s +Tighe 1986), the study of Lessons learned from ecotourism cultural tourism as a tourism activity, rather than as a subset of cultural heritage manage- Cultural tourism seems to be following a ment, is still largely in its infancy.In particular, similar evolutionary path as ecotourism did the examination of business elements of some 10 to 15 years ago.Early proponents of cultural tourism, in general, and the cultural ecotourism were enthusiastic supporters of tourism market, in particular, is typi®ed by this `new' type of tourism that ideally attracted descriptive and unsophisticated analysis.The a `new' type of tourist who wanted a more majority of the research produced by public meaningful and socially responsible tourism sector agencies and cultural tourism advocates experience.They embarked on research that, is focused on documenting the size of the by current standards, could best be described as unsophisticated, bordering on boosterism. The focus was on documenting the number of *Correspondence to: B.McKercher, Department of Hotel and Tourism Management, The Hong Kong ecotourists, with the simplest approach being Polytechnic University, Hung Hom, Hong Kong, SAR. to count participation in named activities. Email: [email protected] More by hope than by empirical assessment,

Copyright # 2002 John Wiley & Sons, Ltd. 30 B. McKercher a leap of faith was then made inferring mulgated about the size and presumed causality between participation and motiva- importance of cultural tourism.The World tion.The presumption was made that anyone Tourism Organisation, for instance, estimated who participated in an ecotourism activity that the cultural tourism currently accounts for must be the deep ecotourist so desired by 37% of all tourist trips and that demand is proponents. growing by 15% per annum +Richards, 1996). As a result, fantastic numbers were promul- Antolovic +1999) indicates that 70% of all gated about the size and implied importance of Americans travelling to Europe seek a cultural the ecotourism market.The World Tourism heritage experience and that about two-thirds Organisation, for example, proclaimed that of all visitors to the UK are seeking a cultural 20% of all international tourists are ecotourists heritage tourism experience as part of their +WTO, 1998).Moreover, the assumption was trip, but not necessarily as the main reason to fostered that ecotourists represented a hom- visit the UK.Nearly half of all American ogeneous group of travellers that was typi®ed domestic travellers, or almost 65 million by the idealised deep ecotourist.Because these people, participated in some type of cultural ®gures served a multitude of political pur- or heritage tourism activity, such as visiting a poses, they were endorsed widely and un- historic site or museum, or attending a musical critically. arts or other cultural event in 1996 +Miller, As the ®eld of study matured and as the 1997; Craine, 1998; Kemmerling-Clack, 1999). initial fervour about ecotourism was replaced These estimates are derived using an opera- by the realisation that commercial demand for tional de®nition documenting cultural tourism deep ecotourism experiences was much less participation.A cultural tourist is de®ned as than the raw numbers suggested +McKercher someone who visits, or intends to visit, a and Robbins, 1998), some people began to take cultural tourism attraction, art gallery, mu- a more critical look at the ecotourism market. seum or historic site, attend a performance or Their research revealed that there are different festival, or participate in a wide range of other segments within the loosely de®ned ecotour- activities at any time during their trip, regard- ism market +Blamey, 1997; Diamantis, 1999) less of their main reason for travelling.Like the and that, indeed, ecotourists came in many use of an operational de®nition in ecotourism, shades of green +Pearce and Wilson, 1996; this approach provides a crude estimation of Acott et al., 1998; Dowling and Charters, 1999). participation.As any operational de®nition, Only a small number of `deep' green, com- however, it is de®cient in a number of areas. mitted ecotourists exist who satisfy the uto- The inability to distinguish between different pian criteria of being highly motivated by types of cultural tourists can lead to the green principles and seeking a deep, mean- formation of a misleading indicator of the ingful experience.The majority, on the other importance of cultural tourism in attracting hand, either participate in ecotourism activi- tourists to an area, as using a label infers ties primarily for recreational or sightseeing causality when no such link can be justi®ed. reasons or see it as one the many ancillary Stating that x% of tourists are `cultural tourists' activities they can pursue while at a destina- suggests that this many travellers are moti- tion.Indeed, Acott et al., +1999) argue that just vated to visit a region for cultural reasons. because someone visits an ecotourism attrac- Further, labels such as `cultural tourist' or tion does not make that person an ecotourist, `ecotourist' have inherent inferences about an or at least not the type of ecotourist normally assumed depth or quality of experience that assumed with such a label. also may not be justi®ed.

The cultural tourism market Dimension 1Ðcentrality of cultural tourism in the decision to visit a destination The same can be said about cultural tourism, yet, to date, little research has been published A new approach therefore is needed to examining the market.Instead, similarly im- develop a stronger understanding of the pressive, but generic ®gures are being pro- cultural tourism market.This paper suggests

Copyright # 2002 John Wiley & Sons, Ltd. Int. J. Tourism Res. 4, 29±38 +2002) Classi®cation of Cultural Tourists 31 that a better understanding of the cultural and a host of other factors.An independent tourism market can be derived by considering tourist who spends four hours at a cultural site the two dimensions of centrality of trip probably will have a qualitatively different purpose and depth of experience. experience than a coach-trip tourist who A growing body of literature is recognising spends only ®ve minutes at the same site, that some people are more highly motivated to simply by virtue of the amount of time in- participate in cultural tourism than others. vested.Thus, two people travelling for similar There is a fundamental difference, for exam- motives may have fundamentally different ple, between a group of people who travel to experiences based on their abilities to engage Bhutan for a month-long, in-depth cultural the site.McIntosh and Prentice +1999) and experience organised by the anthropology Kerstetter et al. +1998) have demonstrated this department of a university and someone concept empirically, illustrating that different visiting Hong Kong on a shopping holiday cultural tourists engage sites at different levels, who happens to visit a temple to escape a rain some more intensely, some less so. storm.It is recognised, therefore, participation Stebbins +1996) uses of the concept `serious alone may not be suf®cient to document intent. leisure' to explain the variability of experience. Silberberg +1995) identi®ed four discrete types To him, cultural tourists are akin to hobbyists, of cultural tourists in Ontario, Canada, ranging people with a profound interest in a topic and from what he described as the greatly moti- who exhibit a certain level of skill, knowledge, vated to the accidental cultural tourist.A study conditioning or experience in pursuit of the of heritage tourism participation in the Ameri- hobby.He identi®es two quite different types can State of Pennsylvania +DKS, 1999) identi- of hobbyist cultural tourists.The `generalised ®ed three types of heritage tourists, core, cultural' tourist makes a hobby visiting a moderate and low, with each of the segments variety of different sites and regions.Over demonstrating different behaviour and spend- time, this cultural tourist acquires a broad, ing patterns.The European Association for general knowledge of different cultures.The Tourism and Leisure Education +ATLAS) `specialised cultural tourist', on the other study in Europe identi®ed strong differences hand, focuses his or her efforts on one or a between `speci®c' and `general' cultural tour- small number of geographical sites or cultural ists +Richards, 1996).Each of these studies entities.This tourist repeatedly visits a parti- shows that the desire to engage in cultural cular city, or country in search of a deeper tourism activities forms the main reason to cultural understanding of that place or goes to visit a destination for some tourists.For many different cities, regions, or countries in search more, however, cultural tourism plays a lesser of exemplars of a speci®c kind of art, history, role in the decision to visit and, for some who festival or museum. go to cultural tourism attractions, plays no role Timothy +1998) examines this issue from the in the destination choice. perspective of the site.He argues that people will have different experiences based on their differing levels of connectivity to a site. Dimension 2Ðdepth of experience Timothy identi®es four levels of heritage Centrality captures only one dimension of tourism attractions: world, national, local and cultural tourism.The depth of experience, or personal.World heritage attractions that in- level of engagement with the attraction, also voke feelings of awe may draw large masses of must be considered when segmenting the tourists, but they probably do not invoke cultural tourism market.Different people have feelings of personal attachment.By contrast different abilities to engage cultural and heri- national, local and personal sites engender tage attractions based on an array of factors, progressively stronger feelings of personal which include their level of education, aware- connectivity and probably facilitate different ness of the site prior to the visit, preconcep- depths of experiences by the visitor.Others tions of the site, interest in it, its meaning to +Waller and Lea, 1999; McIntosh and Prentice, them, time availability, the presence or absence 1999) suggest that authenticity or the percep- of competing activities that vie for their time tion of the pursuit of authenticity may in¯u-

Figure 1.Classi®cation of cultural tourists

ence the depth of experience felt.Macintosh depth of experience will be variable, ranging and Prentice +1999), in particular, explored the from a shallow, super®cial or sightseeing relationship between perceived authenticity experience to a much deeper, learning orien- gained by tourists and their emotive processes tated experience. with attractions' settings. Five different types of cultural tourists can be identi®ed.They are: A TWO-DIMENSIONAL MODEL TO +1) the purposeful cultural tourist +high central- EXAMINE CULTURAL TOURISTS ity/deep experience)Ðlearning about the other's culture or heritage is a major reason Integrating the two dimensions produces a for visiting a destination and this type of conceptual model of cultural tourists +Figure cultural tourist has a deep cultural experi- 1).Both elements, centrality and depth of ence; experience, exist along a continuum.The +2) the sightseeing cultural tourist +high central- importance +or centrality) of cultural tourism ity/shallow experience)Ðlearning about can be the main reason someone chooses a the other's culture or heritage is a major destination, but it also can play a lesser role.In reason for visiting a destination, but this some cases it may be a secondary reason to type of tourist has a more shallow, en- visit, whereas in others, it may play no tertainment-orientated experience; discernible role in destination choice, even +3) the casual cultural tourist +modest central- though the tourist will participate in cultural ity/shallow experience)Ðcultural tourism tourism activities while on-site.Likewise, the reasons play a limited role in the decision to

visit a destination and this type of cultural attraction to attraction within a destination.It tourist engages the destination in a shallow will be in¯uenced by a number of factors, manner; including the destination's position in the +4) the incidental cultural tourist +low centrality/ marketplace, its reputation as a cultural or shallow experience)Ðcultural tourism heritage tourism destination, and the type of plays little or no meaningful role in the tourist attracted.Places known for their cul- destination decision-making process, but tural or heritage assets would be expected to while at the destination, the person will attract a relatively greater share of purposeful participate in cultural tourism activities, and sightseeing cultural tourists, whereas having a shallow experience; those without a strong reputation in these +5) the serendipitous cultural tourist +low cen- areas probably would draw more incidental trality/deep experience)Ðcultural tourism and casual cultural tourists. plays little or no role in the decision to visit a destination, but while there this type of TESTING THE MODELÐTHE CASE OF cultural tourist visits cultural attractions HONG KONG and ends up having a deep experience. This model was tested empirically using The ®rst four types +purposeful, sightseeing, Hong Kong as a case study.The Department casual and incidental) capture the vast major- of Hotel and Tourism Management at The ity of cultural tourists at any destination and Hong Kong Polytechnic University operated re¯ect the expected relationship between an international visitor survey from October to centrality of purpose and depth of experience. December 1999.Departure interviews were People who are highly motivated to travel for con-ducted with a total of 2066 tourists from cultural tourism reasons also would be ex- six countries +Chinese Taipei, Mainland pected to be the group most likely to have deep China, Singapore, the USA, Australia and the experiences.As discussed above, however, it is UK) at the Hong Kong International Airport. overly simplistic to assume that high motiva- Data were collected on a number of projects tion automatically equates to a deep experi- nominated by staff of Hong Kong Polytechnic ence.Many people who express a strong desire University, who combined them with generic to travel to learn something about another's trip pro®le and demographic data.+For more culture or heritage may only seek or be capable information on this study and the method of experiencing a shallow experienceÐhence used see Hui and McKercher, 2001).One the sightseeing cultural tourist.In fact, the module examined cultural tourism in Hong sightseeing cultural tourist is likely to be more Kong. common than the purposeful cultural tourist The section began with a ®ltering question to given that de Kadt's +1979) maxim that most separate cultural tourists from the rest of the tourists are pleasure seekers and not anthro- tourism population.A question applying the pologists who travel to seek an escape, still standard operational de®nition of participa- holds true.As the importance of cultural tion in any one of a number of named activities tourism as a motivator declines, there should at any time during the visit was applied. be a concomitant decline in depth of experi- Successful respondents were then asked to ence.As cultural tourism becomes an in- identify which activities they participated in, creasingly discretionary activity, people will which places they visited or what tours they participate more for fun and entertainment, joined.A ®ve-point Likert scaled question +1 rather than for a deep learning experience.The unimportant/did not in¯uence the decision to serendipitous cultural tourist represents an visit to 5 the only/main reason we came to anomaly.Cultural tourism factors play little or Hong Kong) was used to test centrality of no role in the decision to visit a destination for cultural tourism in the decision to visit Hong this person, yet, when participating in cultural Kong.Respondents were asked how important tourism, he or she has a deep experience. the opportunity to learn something about The mix of cultural tourists will vary from Hong Kong's culture or heritage was in their destination to destination and, indeed, from decision to visit.Likewise, a four-point scaled

Table 1.Participation rates in cultural tourism activities by country of origin Mainland Chinese Chinese Taipei Singapore USA UK Australia Total Participated n 60 58 101 240 71 157 687 % 26.2 21.1 26.5 41.3 37.0 38.5 33.3 Did not participate n 169 217 280 341 121 251 1379 % 73.8 78.9 73.5 58.7 63.0 61.5 66.7 n 229 275 381 581 192 408 2066

question was used to test depth of experience. experience +3, 4). The possible answers ranged from `mostly sightseeing/photography' through to a chance Participation rates `to develop a deep understanding of Hong Kong's culture and heritage'. Table 1 illustrates that one-third of visitors The limitations of using single variables to surveyed participated in cultural tourism test both motive and depth of experience are activities at some time during their stay in recognised.The exploratory nature of the Hong Kong.This ®gure is consistent with the study, however, combined with space limita- participation rates suggested by the World tions on the survey instrument, justi®ed use of Tourism Organisation.However, participation single variables.Further, the author wished to rates varied widely among residents of the six test whether such a format could be applied to countries studied.Visitors from Western local tourism surveys, where both space on countries were one and a half to two times surveys and the analytic ability of local more likely to participate in cultural tourism government tourism staff are limited.It is than those from Asian countries. recognised that future re®nement of the model must involve using a more sophisticated set of Importance of cultural tourism in the variables to de®ne both centrality and depth of decision to visit Hong Kong experience. The segments were de®ned based on the Table 2 shows the importance of cultural logical break points of the two scaled ques- tourism in the decision to visit Hong Kong tions.Purposeful cultural tourists were identi- among those who participated in cultural ®ed as those people who indicated that tourism activities.The ®ve-point Likert scaled cultural reasons played a strong role in their question has been condensed into three cate- decision to visit +4, 5) and who also had a deep gories combining the two lowest and the two experience +3, 4).Sightseeing cultural tourists highest possible scores, respectively.Overall, indicated that cultural reasons played an only about four in ten cultural tourists in- important role in the decision to visit +4, 5), dicated that the desire to learn something but who indicated that their experiences were about Hong Kong's culture or heritage played fairly shallow +1, 2).Casual cultural tourists an important role in their decision to visit. identi®ed the mid-point in the motivation scale Again, substantial differences were noted by +3) and reported a shallow experience +1, 2). country of origin.Visitors from the West were Incidental cultural tourists indicated that far more likely to travel to Hong Kong for cultural tourism played little or no role in cultural reasons than visitors from Asian their decision to visit Hong Kong +1, 2) and, source markets.American cultural tourists, in concomitantly reported a shallow experience particular, were between ®ve and six times +1, 2).Serendipitous cultural tourists stated more likely than visitors from Mainland China that cultural tourism played little or no role in and Chinese Taipei to state that cultural their decision to visit +1, 2, 3) but had a deep tourism played a very important role or was

Table 2.Importance of cultural tourism in the decision to visit Hong Kong by country of origin +among people who participated in cultural tourism activities) Mainland Chinese China Taipei Singapore USA UK Australia Total Unimportant/not very n 29 31 52 46 16 39 213 important % 50.0 54.4 52.5 19.6 22.9 25.0 31.6 Neither important nor n 22 20 24 51 20 43 180 unimportant % 37.9 35.1 24.2 21.7 28.6 27.6 26.7 Very important/main reason to n 7 6 23 138 34 74 282 visit % 12.1 10.5 23.2 58.7 48.6 47.4 41.8 Total 58 57 99 235 70 156 675

the major reason in their decision to visit. Application of the model Figure 2 classi®es Hong Kong's cultural tourists according to the model.Cultural tourism in Hong Kong, at any rate, is an Depth of experience ancillary activity for the majority of cultural Table 3 summarises the depth of experience tourists.Over half the cultural tourists sur- enjoyed by cultural tourists.By and large, most veyed said cultural tourism played little or no cultural tourists had fairly super®cial experi- role in their decision to visit and they had a ences in Hong Kong.The vast majority +82%) fairly shallow experience.Interestingly, sight- stated that their experiences were mostly seeing cultural tourists outnumbered purpose- sightseeing or photography orientated or ful cultural tourists by almost three to one, provided them with an opportunity to learn raising questions about the quality of experi- only a little about Hong Kong's culture and ence sought by those who, ostensibly, travel heritage.By contrast, only about 5% of the for cultural tourism reasons.Indeed, the cultural tourists surveyed stated that they had purposeful cultural tourism market, that mar- the opportunity to develop a deep under- ket often implied by other visitor studies standing of Hong Kong's culture and heritage. examining cultural tourism, represents less Again, differences in depth of experience are than 12% of all cultural tourists in Hong Kong noted by country of origin. or less than 4% of all tourists surveyed.Instead

Table 3.Depth of experience by country of origin +among people who participated in cultural tourism activities) Mainland Chinese China Taipei Singapore USA UK Australia Total Mostly sightseeing/ n 29 22 38 58 25 45 217 photography or seeing % 50.9 44.9 40.4 25.3 37.3 29.0 33.3 interesting and unusual sites A chance to learn a little about n 24 20 38 107 38 91 318 Hong Kong culture and heritage % 42.1 40.8 40.4 46.7 56.7 58.7 48.8 A chance to learn a lot about 2 4 14 43 3 16 82 Hong Kong culture and heritage % 3.5 8.2 14.9 18.8 4.5 10.3 12.6 To develop a deep n 234211334 understanding of Hong Kong % 3.5 6.1 4.3 9.2 1.5 1.9 5.2 culture and heritage Total n 57 49 94 229 67 155 651

Figure 2.A cultural tourist typology of being a mainstream market, the purposeful purposeful cultural tourists, even though over- cultural tourist represents a small, niche all participation rates of 26% and 21% respec- market. tively were recorded. Few differences in trip pro®le or demo- McKercher and Chow +2001) discuss the role graphic characteristics were noted among the that cultural distance, a concept identi®ed by ®ve types of cultural tourists, supporting the McIntosh and Goeldner +1990) can play in ®ndings of others who say that these factors in¯uencing both motivation and depth of are not useful in segmenting this market experience.The authors observed that visitors +McIntosh and Prentice, 1998).The only major from more culturally distant regions tended to differences noted were that purposeful and seek deeper experiences, whereas those cul- sightseeing cultural tourists were more likely tural tourists from culturally proximate re- to be ®rst time visitors and members of tour gions were seeking a more entertainment groups.In addition, casual, incidental and orientated experience.They concluded that serendipitous cultural tourists were more the greater the cultural distance the greater the likely to be visiting Hong Kong on business. role that cultural tourism can play in attracting Substantial differences were noted according international visitors. to the country of origin.Few visitors from Asian countries appear interested in Hong Signi®cant differences in behaviour Kong as a cultural tourism destination.Indeed, fewer than 1% of all Mainland Chinese and Although the overall pro®le of the different Chinese Taipei visitors could be classi®ed as groups of cultural tourists was similar, sig-

Copyright # 2002 John Wiley & Sons, Ltd. Int. J. Tourism Res. 4, 29±38 +2002) Classi®cation of Cultural Tourists 37 ni®cant differences were noted in the beha- The serendipitous cultural tourist presents viour of different types of cultural tourists.All an interesting case.This traveller is much showed a strong desire to visit Hong Kong's harder to de®ne by his or her actions, for well known, icon cultural tourism attractions, cultural tourism played no stated role in the such as the Peak, the Big Buddha and the Hong decision to visit Hong Kong, yet the person Kong Cultural Centre.The purposeful cultural had a deep experience while here.No one tourist, however, was the greatest consumer activity stood out among this relatively small of intellectually challenging learning experi- group of respondents, suggesting that the ences.This visitor showed a predilection for activity, site, experience or event that triggered museum experiences in general, and was also the deep experience was highly personal and the greatest consumer of ®ne arts museums, individualised. art galleries and pottery museums.The purposeful cultural tourist also visited lesser IMPLICATIONS, RECOMMENDATIONS known temples and heritage sites.In addition AND CONCLUSIONS this person sought to immerse him or herself in the local culture by going to the many markets The literature on the cultural tourism market is scattered throughout Hong Kong. still largely in its infancy, with most studies The sightseeing cultural tourist collected a still interested in documenting the size of the wide array of experiences rather than pursuing alleged cultural market, rather than examining any one activity in any depth.This tourist was the differences that exist within this market. most likely to travel widely throughout the This paper, hopefully, will advance the exam- region, visiting Hong Kong's outer islands, the ination of cultural tourism by attempting to New Territories and remote communities. segment the market according to the impor- Sightseeing and absorbing the streetscape tance of cultural tourism in the decision to visit were reported as popular activities.They are a destination and the depth of experience akin to Stebbins' +1996) general cultural tour- sought by the cultural tourist.The model has ists or cultural generalists identi®ed in Europe industry applicability because it can be applied +Richards, 1996). by asking two simple questions and docu- Incidental cultural tourists, those for whom menting activities.Destination marketers and cultural tourism plays no role in the destina- cultural heritage managers can, therefore, tion decision, visited convenience-based at- accurately segment the cultural tourism mar- tractions that were located in inner city ket visiting a region.The author tested the tourism nodes, were easy to consume and not model using Hong Kong as a case study and particularly emotionally or intellectually chal- demonstrated that the different types of lenging.For example, the incidental cultural cultural tourists exhibited substantially differ- tourist went to the Hong Kong Space Museum ent behaviour, even though their demographic to see the IMAX cinema or visited heritage and trip pro®le patterns were largely similar. theme parks.This person avoided visiting Five types of cultural tourist are identi®ed, temples and other religious sites. ranging from the purposeful cultural tourist The casual cultural tourist, who was slightly who is highly motivated to travel for cultural motivated to travel for cultural reasons, ex- reasons and who seeks a deep experience, to hibited behaviour that re¯ected the mix of the incidental cultural tourist who visits activities pursued by sightseeing and inciden- cultural or heritage attractions, but who is tal cultural tourists.Like the incidental cultural not motivated to travel for this reason and who tourist, the casual cultural tourist visited has a shallow experience.Each of these convenience-based attractions.However, this segments displays different behaviour at a person was more amenable to visiting temples destination and visits different types of attrac- and exploring more widely throughout the tions. region.The casual cultural tourist also ap- Further development and testing of this and peared willing to engage sights more intensely other models is recommended.The develop- than the incidental cultural tourist, but less ment of a more comprehensive set of variables intensely than the sightseeing cultural tourist. to test both centrality of purpose and depth of

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