Step six: Evaluation of the wayfinding process of tourists at the micro level

In chapter 6, four wayfinding models based on levels of familiarity with the physical environment, whether a trip is planned or unplanned and the spatial and temporal scales were proposed. In order to test these models, a survey was conducted at the KCC (see figure 7.15), from 17^th to 20^th of January 2005. One hundred and twenty four tourists, six group tour guides and two rangers were tracked by GPS receivers and interviewed before and after their visit.

Global Positioning System surveys enabled spatio-temporal movements to be ascertained whilst interviews and questionnaires provided demographic data and wayfinding methods employed by the participants. This step of the case study was used by park management to assist in the provision of wayfinding aids.

Figure 7.15 Map of the Koala Conservation Centre

Figure 7.16 shows the number of tourists for each type of wayfinding method at the KCC. Of the 132 survey participants, nine (6%) had previously visited the KCC and could therefore be classified as being familiar with the physical environment through which they were walking (wayfinding method type 1). A further 11 (8%) had previously visited the KCC but perhaps on only one or two previous occasions. These were classified as meeting the requirements for wayfinding method type 2. The remaining 112 survey participants could be considered as the first-time visitors and therefore, would meet the requirements for adopting wayfinding method Type 3a and 3b. Of the 112 participants, 11 chose to wander rather than to use official

wayfinding aids and were classified as belonging to the group where wayfinding aids are offered, but ignored.

Figure 7.16 Distribution of tourists among different wayfinding types

Landmarks used by tourists to the KCC included a signboard, signposts, track surfaces, vegetation types and visible clusters of other tourists. The signboard at the entrance to the KCC has a general map of tracks and background information (see figure 7.17 ). Signposts are used to direct people to the various attractions (see figure 7.18). They are usually put at the entrance, intersections, or at the exit of an attraction. Track surfaces were also considered as landmarks for tourists as they provide pathways to walk along giving subconscious direction.

Vegetation can be an important landmark particularly where large trees or unusual vegetation species can be discerned. However, due to little variation in vegetation in the KCC, few people identified vegetation as a means for wayfinding. Crowding was seen as an important landmark, particularly in the Koala Woodland area. Respondents were attracted to a crowd because it indicated possible koala sightings.

Histogram: Wayfinding Types

Type 1 Type 2 Type 3a Type 3b follow ranger Category of the wayfinding process

Type 1 Wayfinding where tourist is familiar with pathway

Type 2 Wayfinding where tourist is only partially familiar with pathway

Type 3a Exploring the unfamiliar environment with ignoring of wayfinding aids

Type 3b Wayfinding aids are offered to tourist in an unfamiliar area

Figure 7.17 A track map and introduction of the KCC

Figure 7.18 A decision point and a signpost

The signboard and signposts were seen as the major landmarks for wayfinding in the KCC irrespective of familiarity with the centre. It is interesting to find that only two types of visitors used track surface as a landmark. They are first-visit tourists and frequent-visit tourists/tour guide/rangers. More than 41% of tourists who visited the KCC for the first time and nearly 95% tour guides and rangers chose track surface as their principle landmark.

ƒ Wayfinding Type one

Tourists belonging to this wayfinding type are familiar with the environment. In this survey, the six tour guides and two rangers who had previously visited the KCC numerous times fell into this type. Of the remaining 126 survey participants, five tourists regarded themselves as being familiar with the KCC.

Because of their familiarity with the KCC, the tour guides and rangers had already built up a comprehensive cognitive map of the centre. Familiar routes used were extracted from their cognitive maps and transformed into actual wayfinding. Landmarks were used merely to facilitate directional change and primarily consisted of pathways along which they were traversing. Minimal, if any, use was made of artificial landmarks such as signposts.

Surprisingly, 70 percent of tourists who experience this wayfinding process are male. As previously mentioned, males are more likely to use cardinal directions (Schmitz 1999).

Therefore, it is easier for them remember the route and build up a cognitive map.

All participants familiar with the KCC, except for one, visited the Koala Boardwalk. Of these, half walked around the Woodland Walk. Most tourists who visited the Woodland Walk used road I first and walked in an anti-clockwise direction (see figure 7.19). Some of the participants reasoned from previous experience that there was more chance of sighting koalas along road I. Other participants in this category also believed that this route was selected as it was the first one sighted and was considered the shortest route.

Figure 7.19 Wayfinding type 1

ƒ Wayfinding Type two

Tourists in this type are partially familiar with the physical environment through which they are traversing. Eleven of the participants (8%) regarded themselves as being somewhat familiar with the KCC.

All of the tourists in this type visited the Koala Boardwalk, the Woodland Boardwalk and the Visitor Centre. Seven out of eleven tourists walked around Woodland Walk (see figure 7.20).

Eight tourists in this type had previously visited the KCC more than twice. In contrast to the first wayfinding type, this type of the tourist used road II and III more often than road I. They walked predominantly in a clockwise direction. Their strategies for wayfinding were based primarily on selection of roads that appeared different from previous ones used. Four out of eleven respondents decided to use these roads based on first sighting.

These tourists, according to the interviews conducted, had previously visited the centre, but had largely forgotten detailed information regarding navigation through the centre. Ten out of the 11 respondents in this type regarded landmarks such as the signposts and signboard as important. Track surface subconsciously assisted navigation and enabled more comprehensive cognitive maps to be developed. However, few respondents answered that the track itself was used as a landmark. In addition, this group was often goal-oriented, wanting to visit specific locations and was therefore conscious of point landmarks (such as signposts) rather than linear landmarks such as pathways.

In contrast to the first type, females tended to be more represented. This confirms Lawton and Kallai (2002) observations that women are more likely to utilise landmark-based route information than men. However, this is based on the condition that these tourists have a low level of familiarity with the location.

Figure 7.20 Wayfinding type 2

ƒ Wayfinding Type three

Of the original 132 participants, 112 participants had not previously visited the KCC and could be classified into the third type. This type can then be further subdivided by the level of use of provided navigational signage.

(1) Without navigational aids (3a)

Eleven out of 111 tourists who traversed around the KCC for the first time ignored the signs and just moved towards areas that looked interesting. During the exploration process they walked randomly and tried to see as much as possible at the KCC. All of these tourists visited the Koala Boardwalk, and Visitor Centre. Ten of the 11 tourists also visited the Woodland Boardwalk and the Woodland Walk (see figure 7.21).

Only one of the 11 respondents used road I and stated they believed there was more chance of sighting a koala in their natural habitat (rather than along a boardwalk). Seven out of the 11 respondents visited the Woodland Walk first and commencing their trips along road III. They walked predominantly in a clockwise direction.

Eight of 11 participants were international tourists. They indicated the main reason for visiting the KCC was to view koalas. They also indicated their desire to experience the natural

Australian environment. In contrast, domestic tourists went there to relax or socialise with family or friends. More than 70% of them in this wayfinding type were younger than 35 years old. More than 90% of them in this type travelled with their partner, friends or just by themselves. Seven out of eleven (64%) travelled with their partners.

Figure 7.21 Wayfinding type 3a

(2) Using navigational aids (3b)

This was the most popular category for those tourists visiting the KCC for the first time with a total of 99 visitors. These visitors were also unfamiliar with the physical environment but considered landmarks and navigational aids as important. However it should also be noted that apart from the main signboard at the entrance to the KCC there were no maps available to visitors. Therefore these tourists utilised as many landmarks as possible including signboards (81), signposts (78), track surfaces (94), or followed others (24). Their main motivation for visiting the KCC was to view koalas, experience the natural environment, and socialise with other people. More than 45% of them travelled with family (children) and 25.2% travelled with their partners. They expected landmarks to make their wayfinding task easier. Some tourists in this group suggested that park management could employ mobile signposts (that is, each day, rangers could indicate to tourists the location of koalas in the park). More than half of this group were domestic tourists.

Of the 99 participants in this group, 85 visited the visitor centre, 96 the Koala Boardwalk, 90 the Woodland Boardwalk and 76 the Woodland Walk. Slightly more tourists used road III than road II and I (see figure 7.22).

Figure 7.22 Wayfinding type 3b