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
