<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.</p>
</abstract>

The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.

Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

University of Zagreb Faculty of Economics and Business

Zagreb International Review of Economics and Business

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different...

Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

Published Online: Jun 03, 2024

Page range: 231 - 252

DOI: https://doi.org/10.2478/zireb-2024-0011

Keywords
consumer decision-making styles, Consumer Styles Inventory (CSI), heritage sites, cluster analysis, consumer behaviour

© 2024 Sunčana Piri Rajh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

Published Online: Jun 03, 2024

Page range: 231 - 252

DOI: https://doi.org/10.2478/zireb-2024-0011

Keywordsconsumer decision-making styles, Consumer Styles Inventory (CSI), heritage sites, cluster analysis, consumer behaviour

© 2024 Sunčana Piri Rajh et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
consumer decision-making styles, Consumer Styles Inventory (CSI), heritage sites, cluster analysis, consumer behaviour