In-depth knowledge of visitors’ psychographic characteristics (i.e. motivations, aspirations, behaviour, interests, preferences, passions etc.) can support destinations in providing an added value to the overall travel experience. Leveraging the results of a survey targeting more than 3,000 travellers, this infographic presents insights about one of the four interest-related communities: explorers of cultural identity and roots. Findings shall help European destinations to effectively connect with this group of travellers and promote Europe based on their passions or interests.
The full ETC Study on Tourism Passion Communities is available for ETC members only.
The following infographics provide more details about the other passion communities: