Mental maps of tourists: A study of Coffs Harbour,New South Wales

The paper reviews the rationale for the study of mental maps and sùggests that such maps have a role to play in tourism planning. Analysis of freehand sketch maps drawn by a sample of 145 visitors to Coffs Harbour, Australia, showed that visitors have quite limited knowledge of recreational opportunities. Clear differences emerged between the maps drawn by respondents living in caravan parks and motels and those staying with family friends, or in up-market resorts. The maps of the latter were very rudimentary and were characterised by a lack of connection between the map elements. The implications in terms of signposting, wayfinding, and planning are discussed.