Geography Reference
In-Depth Information
spatial knowledge and synthesise it into meaningful images of the destination to assist
them in finding their way around the area or region.
TOURISM COGNITIVE MAPPING
Walmesley and Lewis (1993:214) review the factors that affect visitor behaviour in terms
of five interrelated factors which may initially shape the decision to visit an urban
environment. These are
• antecedent conditions
• user aspirations
• intervening variables
• user satisfaction
• real benefits.
These factors will, with experience, raise or reduce the individual's desire for recreational
(and tourism) activity. The opportunities and constraints on visitors' behaviour are
affected by income, disposable time available and a host of other socioeconomic factors.
Research by Stabler (1990) introduces the concept of 'opportunity sets' where the
individual or family's knowledge of tourism opportunities is conditioned by their
experience and the constraints on available time to partake in leisure and tourism
activities.
Thus, once the decision is taken to visit an urban environment, the tourist faces the
problem of familiarity/unfamiliarity of the location. It is the latter which tends to
characterise most urban tourist trips, though visitors are often less hesitant about visiting
urban destinations if they live in a town or city environment.
P.L.Pearce (1977) produced one of the pioneering studies of cognitive maps of
tourists. Using data from sketch maps from first-time visitors to Oxford, England, the role
of landmarks, paths and districts was examined. The conclusion drawn indicated that
visitors were quick to develop cognitive maps, often by the second day of their visit. The
interesting feature of the study is that there is evidence of an environmental learning
process at work. Walmesley and Jenkins' (1992:272) critique of P.L.Pearce's (1977)
findings note that:
• the number of landmarks, paths and districts increased over time
• the number of landmarks identified increased over a period of two to six days, while
recognition of the number of districts increased from two to three days
• the resulting sketch maps were complex with no one element dominating them.
A further study by P.L.Pearce (1981) examined how tourists came to know a route in
Northern Queensland (a 340-km strip from Townsville to Cairns). The study indicated
that experiential variables are a major influence upon cognitive maps. For example,
drivers had a better knowledge than passengers, while age and prior use of the route were
important conditioning factors. But as Walmesley and Jenkins (1992:273) argue, Very
little concern has been shown for the cognitive maps of tourists' except for the work by
Aldskogius (1977) in Sweden and Mercer (1971a) in Australia. However, as Pacione
(2005:355) notes: 'Although cognitive mapping can identify sub-areas in a city, it does
