Typology of Consumers on the Cultural Routes - Cluster Analysis Kajetan Klaczek-Suchecki Cultural Management: Science and Education 10 No. 1 (2026) https://doi.org/10.30819/cmse.10-1.02     pp: 45-60     2026-06-23

Typology of Consumers on the Cultural Routes - Cluster Analysis

Stichworte/keywords: Cultural route, cultural tourism, consumer, consumer typology, consumer behavior, market segmentation

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Abstract
The aim of the article is to develop a typology of consumers functioning on cultural routes treated as a specific submarket of cultural tourism. The study assumes that consumers on cultural routes do not constitute a homogeneous group, but differ in terms of personality traits, motivations, lifestyle, and consumer behavior. Empirical research was conducted on three selected cultural routes: the Way of St. James, the Trail of the Eagles’ Nests, and the Industrial Monuments Route of the Silesian Voivodeship. The study employed the direct interview method and included 600 respondents. Cluster analysis using Ward’s method and the k-means method was applied to identify consumer types. As a result, four types of consumers on cultural routes were distinguished: the “silent participant,” the “enthusiast of new experiences,” the “closed-to-the-world consumer,” and the “pretender.” The results indicate significant psychographic diversity among tourists visiting cultural routes, which may constitute an important premise for marketing activities and tourism offer management within such markets.

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