Who visits cathedrals? The science of cathedral studies and psychographic segmentation

This study applied psychographic segmentation theory to explore the psychological type profile of 1082 visitors four cathedrals (three in England and one Wales) set this alongside published national normative data. Data provided by Francis Psychological Type Scales demonstrated that among cathedral there were more introverts (60%), sensing types (72%) judging (80%), with a balance between thinking (49%) feeling (51%). Comparisons population norms extraverts perceiving significantly underrepresented these cathedrals. The implications findings are discussed for enhancing visitor experience those currently visiting attracting less likely visit.Contribution: Situated within science studies, article demonstrates (by means applying gathering data from cathedrals) under-represented visitors. These important understanding limitations on reach wider community.