This paper assesses the use of audience segmentation in visitor studies by analyzing its application in the identity model of visitors proposed by Falk (2007Falk ( , 2009. As a leading example of visitor segmentation, we examine this model's application in a specific case at US zoos to elaborate some of its limitations. Conventional short-term, episodic approaches to visitor research should be challenged and supplemented by a more contextually sensitive framework. We contend that segmentation approaches, and in particular Falk's theorization and operationalization of an identity model of visitors, are problematic. We argue for a 'contextual turn' that places visitors' experiences within a holistic and long-term framework of individual life circumstances, relationships and trajectories. Research and theory from education, sociology and cultural studies extends existing visitor research approaches by acknowledging complexity, change over time and the interwoven and developmental nature of socio-cultural variables influencing visitors' appropriation of new ideas and experiences.Keywords: Audience segmentation, Identity, Visitor Studies, Museum, Zoo, Research Methods Towards a 'contextual turn' in visitor studies: Evaluating visitor segmentation and identity-related motivations Museum, gallery and zoo visitors have been the subject of a great deal of research interest in recent years. However, to date little headway has been made in terms of developing a rigorous and valid theoretical understanding of visitors to such cultural institutions, their reasons for visiting and the value such visits hold for them. In seeking to address these issues audience segmentation approaches, initially developed to model consumer behaviors for marketing purposes, have been adapted for visitor studies. Segmentation methods break visitors 1 into sub-groups for purposes of analysis and intervention. While judicious use of taxonomic approaches can offer advantages for visitor studies and cultural institutions, we identify a number of disadvantages which undermine the value of audience segmentation for visitor research. In this paper we critique the theorization of audience segmentation currently being taken up by leading visitor studies researchers by exploring the identity model of museum visitors proposed by Falk (2009), as well as the development and application of this 1 We appreciate that there are many kinds of public engagement institutions ranging from museums and art galleries, to science centres, zoos, aquaria, natural heritage site and festivals whose work is within the purview of visitor studies. In this paper we will refer to all such cases in terms of 'visiting' and 'cultural institutions' for the sake of simplicity.