Psychographic segmentation of cathedral visitors in England and Wales: introducing the Visitor Expectations Type Scales 2.0 (VETS 2.0)

This study employs Jungian psychological type theory, as subsequently developed by various measures, to interpret and classify the expectations of cathedral visitors, assessed Visitor Expectations Type Scales 2.0 (VETS 2.0). Data provided 1,278 visitors five cathedrals in England Wales demonstrated coherence internal consistency eight measures VETS (designed access introvert expectations, extravert sensing intuitive feeling thinking perceiving judging expectations) drew attention particular emphasis placed on expectations. The are commended providing a more valid assessment psychographic segmentation than could be simply administration recognised measure type. Such has implications for marketing management within tourism industry.