This document summarizes research conducted at an event to evaluate visitor circulation patterns. The objectives were to assess visitor behavior at entrances, influences on circulation, and what causes congestion. Observation found most visitors turned right at the entrance, influenced by a cafe and spacious area, rather than left which had coat storage. The researcher recommends designing exhibitions and entrances to minimize steps and congestion so visitors can circulate freely without influence.

1. Introduction
The research conducted at the Language
Show Live aims to evaluate the visitor
circulation and analysis of movement pattern
throughout the event.
Objective 1: To assess visitor behaviour at the
entrance to determine visitor circulation
Objective 2: To evaluate what influences the
visitor circulation of the event
Objective 3: To analyse what encourages
congestion that affects visitor circulation
Methodology
A non-participant observation was carried
out to gain quantitative and qualitative
data as an interpretivist approach (Fox et
al, 2014). This was used to assess visitor
behaviour from the entrance of the second
floor main lifts which consisted of main
exhibitors which allows visitors to circulate
through (figure 1). (Bitgood, S. 2006) This was
monitored by a timer and clicker counter.
This process was done for 10 minutes at
every hour.
Figure 1. A floor plan of the second floor
entrance out from the lift, as you can see
visitor circulation could’ve gone left or right,
by what influences theses choices?
Results
The bar chart is showing the comparison of
going left or right at the entrance of the
second floor.
60
50
40
30
20
10
0
2pm 3pm 4pm
Visitors
Time
Left Right
The results tells us that majority of visitors
preferred to turn right rather than left at the
entrance, there isn’t such a great
significance between left and right at 2pm
and 3pm. These results can be easily
influenced by congestion. On the right of
the entrance was a café but also more of a
spacious opening than the left side. The left
side had the cloak room and toilets, which
would make you think that visitors would
automatically go left to hang their coats as
they entered.
Conclusion
From the results that have been collected it
is evident that majority of visitors preferred
to go right than left. Bitgood suggests that
the right turn principle works only in the
absence of other strong directional factors
such as land mark attractions, but this event
does not include being a land mark
attraction. When turning right it consists of
minimal effort and is also seen to be known
as the economy of movement, this is
because it is motivated by taking very few
steps.
The entrance is located in the centre giving
visitors a choice, the only object in the
middle was a screen which introduced
visitors as they came up. From the research
carried out it is evident that this had an
influence towards visitor circulation. It
caused slight congestion which didn’t give
visitors an alternative path to way and had
to base their decision because of the
congestion.
Overall Upper Street Events should look at
ways to avoid congestion at the entrance,
allowing visitors to have the best experience
and to make their own choices rather than
being influenced to making that choice.
Roshni Visavadia
ROV0104@my.londonme
t.ac.uk
Discussion of Results
To be able to determine the accuracy of
this theory the research should be
conducted over a matter of years, this will
give Upper Street Events a more reliable
figure and better planning when it comes to
designing the floor plan and allowing visitors
to have a choice of their own. Having
nothing influence the circulation. For
example the screen at the entrance having
an influence on decision making.
Recommendations
• Develop exhibitions with these visitor
circulation patterns in mind. Design so
that visitors do not have to take extra
steps.
• Minimize the number of steps by not
requiring backtracking.
• Don’t design with multiple choice points
where visitors have to make choices or
where they will exit the exhibition without
giving attention to all of the exhibit
elements.
• Avoid designing two-sided exhibitions
where exhibits on one side compete
with those on the other.
References
Bitgood, S. (2006) ‘An Analysis of Visitor
Circulation: Movement Patterns and The
General Value Principle’, 49(4), pp. 460-480
Pine, L & Gilmore (1998) ‘Welcome to the
Experience’, Harvard Business Review 76(4),
pp. 99-101
Fox, D. (2014) ‘Doing Events Reserch From
Theory to Practise’. Routledge: Oxon
To Evaluate the influences of Visitor Circulation
Figure 2. Some congestion as people roam
by the entrance lift.