International Tourist Guidance Needs and Understanding of Selected Guide Signs in Florida

The Florida Department of Transportation initiated a research study to determine whether existing guide signing in large cities in Florida is adequately accommodating international tourists and, if not, to determine the types of problems international tourists are experiencing and to recommend changes so that tourists will not become confused or lost. Results from two surveys conducted to assess the highway guidance needs for international tourists are presented. The first survey was conducted as part of a critical incident analysis. International tourists were asked to provide a general critique of Florida signing practices and asked to comment on what would make these signs easier to understand and follow. Two hundred nineteen comments or suggestions were obtained. The most commonly reported criticisms were the need for better advance notice of exits, the presence of confusing messages, poor visibility and lighting, and the need for better signing guidance to major destinations. A follow-up study was conducted to assess certain signing issues relative to guide-sign designs for international tourists. Four hundred eighty-six international tourists participated in studies. Among the findings relative to international tourists were that certain abbreviations of International Drive are understood and others are not; the Manual on Uniform Traffic Control Devices aircraft symbol is often taken to mean any airport, rather than an international airport; the question mark for “tourist information” is not understood; and destination information is important on guide signs, especially when the cardinal direction conflicts with the compass direction.