UNDERSTANDING CATHEDRAL VISITORS: PSYCHOLOGICAL TYPE AND INDIVIDUAL DIFFERENCES IN EXPERIENCE AND APPRECIATION

This article examines the experience and appreciation of 381 visitors to St Davids Cathedral in West Wales through the lens of Jungian psychological type theory. The data demonstrate that St Davids Cathedral attracts more introverts than extraverts, more sensers than intuitives, and more judgers than perceivers, but equal proportions of thinkers and feelers. The data also demonstrate that different aspects of the visitor experience appeals to different psychological types. Sensers are more attracted than intuitives by the facts, information, and data they encounter on their visit. Feelers are more attracted than thinkers by the atmosphere and wider ambience generated by the cathedral during their visit. The implications of these findings are discussed for understanding and developing the way in which cathedrals may develop the visitor experience.