Francis, Leslie J., Mansfield, Simon, Williams, Emyr and Village, Andrew. (2010) Applying psychological type theory to cathedral visitors : a case study of two cathedrals in England and Wales. Visitor Studies, Vol.13 (No.2). pp. 175-186. ISSN 1064-5578

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Abstract

This study employs Jungian psychological type theory to profile visitors to Chester Cathedral in England and St Davids Cathedral in Wales. Psychological type theory offers a fourfold psychographic segmentation of visitors, distinguishing between introversion and extraversion, sensing and intuition, thinking and feeling, and judging and perceiving. New data provided by 157 visitors to Chester Cathedral (considered alongside previously published data provided by 381 visitors to St Davids Cathedral) demonstrated that these two cathedrals attract more introverts than extraverts, more sensers than intuitives, and more judgers than perceivers, but equal proportions of thinkers and feelers. Comparison with the population norms demonstrated that extraverts and perceivers are significantly under-represented among visitors to these two cathedrals. The implications of these findings are discussed both for maximising the visitor experiences of those already attracted to these cathedrals and for discovering ways of attracting more extraverts and more perceivers to explore these cathedrals.

Item Type:	Journal Article
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Faculty of Social Sciences > Institute of Education
Library of Congress Subject Headings (LCSH):	Chester Cathedral, St. Davids Cathedral, Tourists -- Psychology, Personality tests
Journal or Publication Title:	Visitor Studies
Publisher:	Routledge
ISSN:	1064-5578
Date:	July 2010
Volume:	Vol.13
Number:	No.2
Page Range:	pp. 175-186
Identification Number:	10.1080/10645578.2010.509695
Status:	Peer Reviewed
Access rights to Published version:	Restricted or Subscription Access
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URI:	http://wrap.warwick.ac.uk/id/eprint/4127

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