Cultural enterprises and tourism stakeholders share an interest in the rapidly growing market segment of cultural tourism. But who are the cultural tourists? Yvonne Pröbstle explores this question. Based on a qualitative study of the cultural attitudes of cultural tourists, the author develops a typology. The analysis includes understanding of culture, travel and visitation motives, cultural activities, as well as patterns of reception and appropriation in everyday life and during travels. The result is a nuanced view of the cultural tourism demand, providing cultural enterprises and tourism stakeholders with guidance for strategic and operational decisions in the field of cultural tourism.