Comparing Visitor Profiles at Heritage Tourism Destinations in Eastern North Carolina

Since the development of marketing thought during the post-World War II years, great strides have been made in developing more sophisticated methods for profiling consumers of hospitality and tourism goods and services. The purpose of this study was to develop a profile of visitors that was based on lifestyle and activity level preferences and personal values. These psychographic measures were then compared to relevant demographic data provided by study participants. Study findings showed that the visitors' demographic characteristics were extremely homogeneous, especially their level of educational attainment. Respondents were also very homogeneous with regard to their lifestyle and activity level preferences and their personal values systems. In addition, the study identified the presence of interaction between respondents' lifestyle preferences and personal values according to their gender. The study findings are relevant to marketing researchers and practitioners who are seeking avenues to enhance the effectiveness of marketing outreach and promotional strategies.