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Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

Author

Listed:
  • Rajh Sunčana Piri

    (University of Zagreb Faculty of Economics and Business, Zagreb, Croatia.)

  • Rajh Edo

    (The Institute of Economics, Zagreb, Croatia.)

  • Horvat Sandra

    (University of Zagreb Faculty of Economics and Business, Zagreb, Croatia.)

Abstract

The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.

Suggested Citation

  • Rajh Sunčana Piri & Rajh Edo & Horvat Sandra, 2024. "Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach," Zagreb International Review of Economics and Business, Sciendo, vol. 27(1), pages 231-252.
    • Handle: RePEc:vrs:zirebs:v:27:y:2024:i:1:p:231-252:n:1011
    DOI: 10.2478/zireb-2024-0011
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    More about this item

    Keywords

    consumer decision-making styles; Consumer Styles Inventory (CSI); heritage sites; cluster analysis; consumer behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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