This document outlines a study conducted at a country living fair to analyze visitor circulation patterns and the motivations behind the directions visitors chose. Naturalistic observation was used to record the number of people turning right, left, or continuing straight at three observation points over two 30-minute intervals. The findings showed that most people turned left to avoid traffic or revisit missed stalls. Certain stalls featuring learning elements or novelty Christmas items were more popular due to motivations like learning, novelty, and surprise. The placement of displays and attractions influenced circulation patterns.

1. Casey Ho
cah0459@my.londonmet.ac.uk
1) Poulsson, S., Kale, S. (2004). The Experience
Economy and Commercial Experiences. The
Marketing Review. 4 (1), 267-277.
2) Bitgood, S. (2006). An analysis of visitor
circulation: Movement patterns and the general
value principle. Curator, 49(4), 463-475.
To evaluate the general circulation pattern and motivation of chosen directions at the Country Living fair
OBJECTIVES METHOD
1. To uncover general visitor circulation
patterns at the country living fair.
1. Naturalistic Observation
2. To demonstrate the existence of
particular visitor circulation patterns, in
support of Bitgood’s (2006) theory of
‘economy of movement’.
3. To establish general variations of
motivation behind choosing directions
through observation.
4. To explain the above objective
through Poulson & Kale’s (2004) 5
sensations.
5. To highlight causes of circulation
issues, and to praise areas of good
organisation; so that an improved events
planning blueprint can be generated for
the next event.
2. Pre wrote factors to consider in terms
of direction motivation;
A) Was it too crowded? Were people
forced to walk the other way?
B) Stall type/relevance/sensations
C) Curiosity? Crowd attracts crowd
D) Clear area? More spaces to explore
3. Decided on 3 individual observation
points at the venue. Watched each
point for an hour each, but in half an
hour intervals.
4. Recorded number of people who
went right, left, or middle at each
point.
5. Took pictures of areas observed in order to revisit
what has been recorded, and to increase validity of the
explanations.
FINDINGS
1st
half
P 1 P 2 P 3
R 103 28 23
M 43 6 7
L 93 58 57
= 239 92 87
2nd
half
P 1 P 2 P 3
R 78 19 21 = 272
M 18 9 11 = 94
L 69 41 82 = 400
= 165 69 114
OBSERVED FROM UPSTAIRS
Learning B/C
Most stalls comprised of ‘learning’ element
were at the food hall. They were all
demonstrations for products. From
observation, there were a larger audience
compared to ‘display-only’ stalls.
‘Motivation acts as a catalyst for learning’
(Poulsson & Kale, 2004), and in this
instance, learning may cause potential
purchase.
-At P1 & P2, people sub consciously
‘decreased the cost of circulation by taking
the fewest steps’ supporting ‘Economy of
Movement’ (Bitgood, 2006) most people
went left to avoid traffic. At P3, they went
left to revisit potentially missed stalls, as on
their right was the exit/entrance.
Circulation issues:
-Upstairs’ hall way to food hall was too
busy. Maybe decrease number of stalls, and
place them on ground floor’s side paths.
-P1’s giant Santa Clause display attracted
lots of traffic. Maybe it will be better to
place it in a corner next year so people can
proceed straight on.
Good organisation:
-The massive Christmas tree in P3 acted as
a ‘roundabout’, easing traffic flows.
-Stalls locations aren’t determined by their
product category, meaning they all have an
equal chance of being viewed.
-Most people chose to go left.
-Least amount of people carried on straight.
-P1 has the highest recorded number of people.
CONCLUSION
Floor plan
Motivation of chosen directions
Poulsson & Kale (2004)
Personal Relevance B/D
Beauty/Clothes/Bags stalls are least popular as visitors
may not have the ‘preparedness’ to look at daily
commodities at a Christmas fair.
Novelty B/C
Christmas decoration/scarves/socks/food (especially
chocolate) stalls are the most popular, as Christmas
itself is a novelty; and those categories of stalls fall
under the theme.
Surprise A/B/C
The large Santa Clause made up of scented goods at
the entrance acted as a surprise element. This can be
backed up by a predominantly larger number of
visitors recorded at P1.
REFERENCES
Table of number of people who turned Right/Middle/Left; at Point 1/2/3/ respectively