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Abstract This paper proposes a model to segment the cultural tourism market according to two dimensions: (i) the importance of cultural motives in the decision to visit a destination and (ii) depth of experience. The model is tested empirically using Hong Kong as a case study. The test identified five discrete cultural tourism market segments that exhibited substantially different behaviour. Copyright © 2002 John Wiley & Sons, Ltd.
Bob McKercher (Tue,) studied this question.