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

Leslie J. Francis · Simon Mansfield

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Religious Tourism and Spaces Museums and Cultural Heritage Personality Traits and Psychology

Abstract

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

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References

1951Coefficient Alpha and the Internal Structure of Tests 2005The Spiritual Revolution: Why Religion is Giving Way to Spirituality 2013Designing and managing interpretive experiences at religious sites: Visitors' perceptions of Canterbury Cathedral 2009Science learning in a leisure setting 2008Psychological Type and Attitude towards Celtic Christianity among Committed Churchgoers in the United Kingdom: An Empirical Study 2013Motivation and personality traits for choosing religious tourism. A research on the case of Medjugorje 2008Understanding Cathedral Visitors: Psychological Type and Individual Differences in Experience and Appreciation 2010In search of heterotopia? Motivations of visitors to an English cathedral

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2024Exploring the responses of non-churchgoers to a cathedral pre-Christmas son et lumiere 2025Accessing visitor perception of an immersive cathedral experience: applying the Jungian lenses of sensing and intuition and Bailey’s theory of implicit religion 2025Who books the tickets for visitors to innovative installations and events in cathedrals? Exploring the psychological type profile of the gatekeepers

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