Discovering the authenticity of a Liberation Cultural Heritageexperience in South Africa: a market segmentation approach

Abstract

This research addresses a significant gap in the literature concerning the authenticity of tourism experiences, particularly in the context of cultural heritage sites. It focuses specifically on visitors to Liberation Cultural Heritage Sites in South Africa, enriching the discourse on authenticity within cultural heritage tourism. The primary aim was to identify distinct visitor segments at these sites, employing multiple segmentation bases. These bases included socio-demographic variables, visitation behaviour, motivation, and indicators of perceived authenticity, encompassing both object-based and existential aspects and evaluating supporting facilities and services. The study utilises a quantitative methodology, employing a digitally administered survey to gather data. A two-step cluster analysis identified two primary visitor segments: 'Comprehensive authenticity seekers' and 'Emerging authenticity seekers', with the former constituting the larger segment. This segmentation is pivotal for cultural heritage site managers, marketers, and policymakers, as it enables the development of tailored strategies that cater to each visitor group's specific needs and preferences. This research provides valuable insights for optimising resource allocation and enhancing the visitor experience. Such insights are crucial for promoting sustainable growth and competitiveness in cultural heritage tourism.