Location of Repository

The usefulness of Visitor Expectations Type Scales (VETS) for tourist segmentation : the case of cathedral visitors

By Leslie J. Francis, Simon Mansfield, Emyr Williams and Andrew Village


This study applies Jungian psychological type theory to assess and to interpret the expectations of cathedral visitors. The Visitor Expectations Type Scales were developed among 35 individuals trained and qualified as type practitioners and then tested among a sample of 157 visitors who also completed the Francis Psychological Type Scales. The data demonstrated: the coherence and internal consistency reliability of the Visitor Expectations Type Scales; the particular emphases placed by cathedral visitors on introverted expectations, feeling expectations, and perceiving expectations; and the complex relationship between visitor expectations (conceptualised in psychological type categories) and their personal psychological type profile. The Visitor Expectations Type Scales are commended as providing a more valid assessment of the psychographic segmentation of cathedral visitors than could be provided simply by the administration of a recognised measure of psychological type. Such assessment has implications for the marketing and management of cathedrals within the tourism industry

Topics: BF, G1
Publisher: Cognizant Communication Corp.
Year: 2010
OAI identifier: oai:wrap.warwick.ac.uk:4146

Suggested articles



  1. (2000). A new psychographic segmentation method using Jungian MBTI variables in the tourism industry. Tourism Analysis, doi
  2. (1971). Cheshire: The buildings of England. Harmondsworth: Penguin. doi
  3. (1951). Coefficient alpha and the internal structure of tests. doi
  4. (2005). Faith and psychology: Personality, religion and the individual.
  5. (2008). Handbook of tourist behaviours. doi
  6. (1985). Manual: A guide to the development and use of the Myers-Briggs Type Indicator. doi
  7. (1998). Myers-Briggs type indicator: Step 1 manual supplement. doi
  8. (1995). Personal values, traveller personality type, and leisure travel style. doi
  9. (1990). Personality and demographic determinations of leisure and sport preference and performance.
  10. (1977). Personality, outdoor recreation, and expected consequences. doi
  11. (1978). Please understand me. Del Mar, California: Prometheus Nemesis.
  12. (2008). Psychological type and attitude toward Celtic Christianity among committed churchgoers in the United Kingdom: An empirical study. doi
  13. (2008). Psychological type and prayer preferences: A study among Anglican clergy in the United Kingdom. Mental Health, Religion and Culture, doi
  14. (1971). Psychological types: The collected works, doi
  15. (2003). Scale development: Theory and applications. doi
  16. (1990). The active audience: Personality type as an indicator of TV program preference.
  17. (2002). The Payne Index of Ministry Styles (PIMS): Ministry styles and psychological type among male Anglican clergy in Wales.
  18. (1998). The psychology of tourism (2 nd Edition).
  19. (1988). Tourist behaviour and personality.
  20. (2008). Understanding Cathedral visitors: Psychological type and individual differences in experience and appreciation. doi

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.