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.

KEYWORDS:

• Psychological type
• psychographic segmentation
• cathedral studies
• visitor experience

Disclosure statement

No potential conflict of interest was reported by the author(s).

Availability of data

Data are available from the corresponding author on request.

Ethics approval

The study received approval from Glyndwr University for doctoral research.

Cathedral Websites analysed

https://www.coventrycathedral.org.uk/wpsite/eventinfo/event/129555/

https://www.lichfield-cathedral.org/news/news/post/538-covid-changes-to-the-cathedral-illuminated-at-lichfield-cathedral

https://www.lichfield-cathedral.org/news/news/post/513-a-summer-of-science-creativity-and-spirituality

https://www.liverpoolcathedral.org.uk/about-us/news/you-ve-seen-the-moon-now-it-s-back-down-to-earth/

https://www.liverpoolcathedral.org.uk/about-us/news/it-s-been-out-of-this-world-as-over-200-000-people-encountered-the-earth-at-liverpool-cathedral/

https://www.liverpoolcathedral.org.uk/about-us/news/museum-of-the-moon-draws-huge-crowds-to-liverpool-cathedral/

https://www.liverpoolcathedral.org.uk/about-us/news/over-50-000-visitors-flock-to-see-the-peace-doves-in-its-first-month/

https://www.liverpoolcathedral.org.uk/space-the-universe-and-everything-18-02-22

https://www.liverpoolcathedral.org.uk/this-is-the-kit

https://www.cathedral.org.uk/about/news/detail/2021/11/15/photo-highlights-of-dippy-on-tour

https://www.cathedral.org.uk/about/news/detail/2021/08/04/wave-art-with-a-serious-message

https://www.cathedral.org.uk/about/news/detail/2019/08/10/seeing-it-differently

https://www.cathedral.org.uk/about/news/detail/2021/04/06/shakespeare-festival-to-return-in-july

https://www.cathedral.org.uk/whats-on/events/detail/2021/12/22/default-calendar/exhibition-norwich-20-group

https://www.rochestercathedral.org/articles/2019/6/24/adventure-golf-at-the-cathedral

Additional information

Funding

The authors have no funding to report.

Notes on contributors

Leslie J. Francis

Leslie J. Francis is Professor of Religions, Psychology and Education within the World Religions and Education Research Unit at Bishop Grosseteste University Lincoln, and Canon Theologian at Liverpool Cathedral.

Simon Mansfield

Simon Mansfield is Vicar of Hockerill in the Diocese of St Albans, and Research Associate within the St Mary’s Centre, Wales.

Ursula Mckenna

Ursula Mckenna is Senior Research Fellow within the World Religions and Education Research Unit at Bishop Grosseteste University Lincoln, and Research Associate, Faculty of Theology and Religion, University of Pretoria, South Africa.

Susan H. Jones

Susan H. Jones is Dean of Liverpool, and serves on the Adjunct Faculty of Queen’s College, Newfoundland.