Image-Based Segmentation of Cultural Tourism Market: The Perceptions of Taiwan's Inbound Visitors

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18 Citations (Scopus)


This paper aims at testing the effectiveness of using an image-based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan's inbound tourists were then surveyed to rate the importance of these attributes. Applying a factor-cluster segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveal several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two-dimensional model of cultural tourist typology.

Original languageEnglish
Pages (from-to)971-987
Number of pages17
JournalAsia Pacific Journal of Tourism Research
Issue number8
Publication statusPublished - 2014 Jan 1



  • cultural tourism
  • cultural tourist
  • destination image
  • factor-cluster
  • market segmentation

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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