The assessed value of cultural destinations in Toronto

Theory suggests many benefits to a city from cultural destinations (CDs). This study offers a framework for evaluating CDs through studying visitors to CDs and visitors to other, less cultural destinations, which we call retail destinations (RDs). As each destination represents differing positions along our “cultural continuum,” we examine how visitors perceive the destinations and report their behaviors in each. We selected three CDs and three RDs in Toronto, surveying 30 adults in each destination about their behavior and impressions. Our findings show significant differences between the respondents in the CDs and the RDs. Some findings resonate with existing theory, in that CD respondents were more likely to be highly educated and White, non-Hispanic. However, other findings suggest avenues for examination, in that CD respondents did not report greater wealth or spending than did the RDs but did mention socializing as the primary reason for visiting a CD more so than those visiting an RD. These findings suggest that by encouraging CDs, cities may improve the quality of life for residents and visitors. Thus, cities might do well to use their municipal policy and economic development tools to drive revenues to cultural destinations or to foster CD uses in retail destinations.