Activity-Based Market Sub-Segmentation Of Cultural Tourists

The group of cultural tourists has received a lot of attention in the past decades. Nevertheless only few attempts have been made to study the characteristics of the “culture tourism market segment”. Besides, it is often implicitly assumed that this segment is a homogeneous group of tourists. The contribution of this article is twofold: First, the assumption of one homogeneous market segment is questioned by searching for sub-segment among cultural tourist in a data-driven manner. Second, this data partitioning task is achieved by using a topology representing network (TRN), methodology that allows additional insight into the similarity structure of the sub-segments identified.