Pattern of wayfinding and spatial cognition for effective spatial planning of theme park

Abstract

Theme parks have emerged as a major tourist attraction in Asia. Their design and layout are often sophisticated and thus constitute a challenge to the way visitors navigate in unfamiliar surroundings. Developing a theme park identity is essential for successful wayfinding and for creating space for a more legible and user-friendly experience. In recent years, wayfinding has become an issue on how visitors find their way around the theme park. However, only a few studies have explored visitor behaviour related to wayfinding and the choice of activities that visitors prefer most. This research investigates visitors wayfinding behaviour in a theme park by determining the pattern of movement to improve the physical environment. The study was conducted at the Universal Studios in Singapore. The researcher used a questionnaire survey to elicit data from 229 theme park visitors. The study investigated visitors’ perceptions on the design layout, facilities and choices of attractions. In addition, a behavioural observation was conducted to complement the questionnaire. The data were analysed using the Rasch Model analysis. The findings reveal that intentions, attitudes, and motivation were mostly identified through the environment and behavioural responses. It was also discovered that the ability of visitors wayfinding can be grouped into three types: adaptability, visual connectivity and flexibility. Both from environment responses and behavioural responses of visitors merged to improve the flow of visitors. This indicates that spatial and individual factors affect familiarity with the environment. Therefore, in wayfinding behaviour, visitors tend to look for a strategic preference in facing the difficulties they encounter with the activities in each zone, base on individual cognitive performance. This study contributes to theme park management, space design and policy making in tourism and recreational industry to improve the theme park experience for visitors.