Enhancing inclusivity and diversity among cathedral visitors: the Brecon Jazz Festival and psychographic segmentation

Abstract

A series of previous studies concerned with the psychographic segmentation of visitors to six cathedrals across England and Wales, employing psychological type theory, reported highly similar results, suggesting that cathedrals had a well-defined, but somewhat restricted appeal. Several cathedrals are attempting to widen their appeal by engaging a variety of events or exhibitions. Taking one specific example, the Brecon Jazz Festival, the present study found that 196 visitors to Brecon Cathedral during this period differed significantly from the standard psychological type profile of cathedral visitors in two ways. There were significantly more intuitive types (41% compared with 28%) and significantly more perceiving types (27% compared with 20%). These findings demonstrate that specific events have the capacity to widen the psychographic appeal of cathedrals.