There is a growing segment of cultural tourists whose main purpose when traveling is to experience culture. The term cultural tourist is used to refer to someone whose primary purpose when traveling is to visit historic sites, participate in an arts or ethnic festival, view visual arts, or attend the performing arts. However, while they may be traveling to experience culture, at the same time they also will want an enjoyable tourist experience. Besides enjoying the cultural activity while on vacation, cultural tourists will enjoy sharing the experience with friends when they return home. Therefore cultural tourists will only be attracted to a core cultural product that is unique and not available at home.

Cultural tourists can fit any of the other segmentation criteria. Demographically both older and younger cultural tourists can be targeted, depending on the type of cultural event. Older cultural tourists may be attracted to performances of the typical high arts, such as classical music, ballet, and opera.

Younger cultural tourists may be more attracted by arts and music festivals and contemporary art exhibits. The cultural tourist product can also be used to attract different ethnic groups, depending on what culture is being exhibited or performed. However, all cultural tourists share one unique demographic fact: They tend to be better educated.

Cultural tourists can also fit into a variety of usage segments. Local residents will often use cultural events as a means of entertaining their visiting family and friends, even when they would...