Applying Psychological Type Theory to Cathedral Visitors: A Case Study of Two Cathedrals in England and Wales

ABSTRACT

This study uses Jungian psychological type theory to profile visitors to Chester Cathedral in England and St Davids Cathedral in Wales. Psychological type theory offers a fourfold psychographic segmentation of visitors, distinguishing between introversion and extraversion, sensing and intuition, thinking and feeling, and judging and perceiving. New data provided by 157 visitors to Chester Cathedral, considered alongside previously published data provided by 381 visitors to St Davids Cathedral, demonstrated that these two cathedrals attract more introverts than extraverts, more sensers than intuitives, and more judgers than perceivers, but equal proportions of thinkers and feelers. Comparison with the population norms demonstrated that extraverts and perceivers are significantly underrepresented among visitors to these 2 cathedrals. The implications of these findings are discussed both for maximizing the visitor experiences of those already attracted to these cathedrals and for discovering ways of attracting more extraverts and more perceivers to explore these cathedrals.