BACKGROUND
As we discussed in the Role
of Communication in Sustainable Tourism E-Conference, travelers
expect to find helpful directions -- online and on the ground.
Orientation is key.
EFFECTIVE SIGNAGE
Effective signage demonstrates a commitment to improved communication
among locals and travelers.
Signage -- signs, posters, bulletin boards, highway markers,
restaurant menus, brochure racks -- educates and minimizes confusion.
Individual businesses need to make sure that they promote themselves
well and collaborate with local and national government campaigns.
Whether maintaining national parks or establishing information
kiosks or visitor centers, the best facilities are proactive.
They keep travel information up-to-date and acquire materials
from local businesses.
Educate the traveler with locator
maps. Do not assume they know where you are!. If you preparing
a brochure or website, show the visitor where you operate.
RULES OF GOOD SIGNAGE
Good signage obeys three simple rules:
1) The information is clear.
2) The information is accurate.
3) The information is where the traveler is looking.
Confusing, obsolete or hard-to-find information leads visitors
to question the entire enterprise.
Red flags are displaying a good sign where the traveler is
NOT looking or displaying ambiguous information where the visitor
is looking.
THE VALUE OF CERTIFICATES (DIPLOMAS)
Certificates -- constancias en español -- are valued
by students, operators and artisans. In Oaxaca, there is a special
constancia for the artisan who has received the most constancias
during the year.
DIFFERENT TRAVELERS HAVE DIFFERENT NEEDS
It's a simple fact. Travelers have different expectations and
desires. They speak different languages. And effective signage
needs to address multiple audiences.
What language do the signs need to be written? Ideally, the
signs should be multilingual, capable of being understood by
foreigners and locals alike.
For example, in the state of Oaxaca,
Mexico, archaeological sites have markers in Spanish, English
and Zapotec languages.
INCORPORATING FEEDBACK
Tip for locals - If a visitor says that a sign is confusing,
listen without taking offense. Ask for suggestions. Implement
the changes that work best.
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