Trends in Demographics and Information Technology 

Affecting Visitor Center Use:

Focus Group Report

James H. Gramann

Visiting Chief Social Scientist

National Park Service Social Science Program

July 2003

NPS SOCIAL SCIENCE PROGRAM
Demographic and Information-Technology Trends Affecting Visitor Center Use 2

Executive Summary

On March 11, 2003 a focus group organized by the NPS Park Planning and Special Studies Program and

the NPS Social Science Program met at Turkey Run Park on the George Washington Memorial Parkway.

The purpose of the meeting was to assist the NPS in planning visitor centers and related projects that

are cost-effective and of appropriate scope and size. The focus group provided information on trends

in demographics and information technology that could inform the planning and design of visitor

centers and other park facilities.

Group participants discussed important trends and developments in recreation and heritage tourism,

as well as demographic and information-technology trends that might affect participation in recreation

and tourism and the use of visitor centers over the next 20 years. Key points from the discussion include:

& Developments in information technology are significantly affecting the expectations of travelers

to outdoor areas such as national parks. Expectations about park visits among a technologically

literate “digirati” differ dramatically from those of earlier generations.

& The increasing size and changing composition of the US population has major implications for

the NPS and for the use and non-use of parks and visitor centers. The fastest-growing segment

of the US population is made up people who are under-represented in visits to national parks,

including Latinos and other peoples of color.

& Although visitors’ needs won’t change much over the next 20 years, their expectations for how

the NPS will meet these needs will be different. People will increasingly want portable, mobile

information that goes through the park with them. They will expect to download a trail map into

a personal digital assistant, as well as information on current traffic and weather conditions. Upto-date data satisfying the needs of individual visitors will be delivered on demand in real time,

wherever and whenever people want it.

& Visitors will expect the information they receive to be interactive and personalized. They will

want it to be engaging, age-appropriate, culture-appropriate, and in preferred languages.

& In a real sense, parks and visitor centers will travel to people. The information and educational

functions of visitor centers will extend beyond the walls of buildings, promoting awareness of

the National Park System and facilitating pre-trip planning, travel to and from parks, and posttrip recollection and sharing. Parks will be able to reach farther beyond their boundaries and

contact a greater diversity of visitors and potential visitors then ever before.

& There is much that planners and social scientists do not fully understand about the impacts of

demographic and information-technology trends. Research will be required to fill these

knowledge gaps and assist park planners in meeting the needs and preferences of future visitors.
1

NPS internal discussion paper, “General management plans and visitor facilities,” December 7, 2001.

Demographic and Information-Technology Trends Affecting Visitor Center Use 3

Trends in Demographics and Information Technology 

Affecting Visitor Center Use:

Focus Group Report

James H. Gramann

Visiting Chief Social Scientist

National Park Service Social Science Progam

Introduction

This report describes the results of a focus group conducted for the Park Planning and Special Studies

Program of the National Park Service (NPS). The purpose of the focus group was to assist the NPS in

planning visitor centers and related projects that are cost-effective and of appropriate scope and size.

More specifically, the focus group provided information on trends in demographics and information

technology that could inform the planning and design of visitor centers and other park facilities over the

next 20 years.

Background

The House Appropriations Committee Report for FY 2002 expressed concern about the cost and size

of proposed visitor centers, heritage centers, and environmental education centers in some national

parks.1

 The committee asserted that several recent proposals for visitor facilities were unacceptable

because they were predicated on unrealistic increases in visitation and staff. These concerns were

repeated in the conference committee report, specifically asserting that NPS General Management Plans

(GMPs) tended to include oversized buildings and other projects that were not essential to the missions

of the parks.

According to a review by the NPS, plans that appeared to have attracted the committee’s attention were

for parks with relatively small annual visitation coupled with what appeared to be costly new visitor

facilities. Examples included Homestead National Monument, Grand Portage National Monument, and

Washita National Battlefield. In response, the NPS Park Planning and Special Studies Program developed

a series of actions that could be taken to examine the committee’s concerns. Two of these were:

& Analyze the role of visitor facilities in light of the NPS mission, emerging technologies, and

changing functions in education, interpretation, and orientation.

& Evaluate the accuracy of past visitation projections in GMPs and prepare guidelines on effective

visitation forecasting methodologies.
Demographic and Information-Technology Trends Affecting Visitor Center Use 4

Figure 1 Demographics and information-technology

focus group, Turkey Run Park, March 11, 2003.

The focus group described in this report addresses the first of these two actions. A separate report,

“Visitation Forecasting and Predicting Use of NPS Parks and Visitor Centers,” addresses the second

action. 

Focus-group Planning

The focus group on demographic and information- technology trends was organized in consultation with

a professional facilitator experienced in NPS planning issues. Participants in the focus group were

identified by the NPS Visiting Chief Social Scientist with the approval of the Chief of Planning. Those

recruited either had national reputations for their work in information technology or demography or

were recommended by such individuals. Participants included nine social scientists and engineers

working in interpretive planning, demographic analysis, information technology, and alternative

transportation (See the appendix for a list of participants.)

Method

The demographic and information-technology focus group met at Turkey Run Park on the George

Washington Memorial Parkway on March 11, 2003. Members were sent a detailed guide before the

meeting which included an agenda and a list of questions to be discussed. During the session, the

facilitator led the participants through the discussion guide, addressing each question in turn.

Participants were asked to consider demographic and information-technology trends 20 years into the

future, the time frame typical of a park’s GMP. The overall approach was to begin with broad trends and

developments in demographics and information technology and then turn to the implications of these

trends for park planners and facility designers.

To help focus the latter discussion, participants

visited Great Falls Park, a nearby NPS unit in

northern Virginia. This visit included an

evaluation of the park’s visitor center and a

discussion with park staff about current

visitation and use of park facilities.

Comments made by participants were recorded

on flip charts. In line with the facilitator’s

preference, no other recording method was

used. 

Following the group discussion, the facilitator

compiled the comments. These were reviewed

by the Social Science Program and the Park

Planning and Special Studies Program. In addition, the notes were sent to all participants for their review

and comment. Clarifications were incorporated into the notes. Additional comments were recorded

separately.
2

Billson, J.M. 2003. The power of focus groups - A training manual. Barrington, RI: Skywood Press.

Demographic and Information-Technology Trends Affecting Visitor Center Use 5

Figure 2 Demographics and information-technology

focus group.

It is important to understand what focus groups can and cannot do. Focus groups do not provide

comprehensive, documented information on a

particular subject, such as information

technology or demographic change. Other

review methods are more suited to that task. Nor

are focus groups designed to help a group reach

a consensus or make decisions. Instead, focus

groups elicit the full range of ideas, experiences,

attitudes, and opinions of participants on a

selected topic.2 Through facilitated, focused

interaction, participants provide a wealth of

qualitative data not typically available from

surveys, and group members stimulate each

other with an exchange of ideas not possible in

individual interviews.

Presentation of Results

Th results from the focus group are presented in four sections: 

& Important trends and developments in demographics and information technology.

& Implications of these trends and developments for planners and designers of NPS visitor centers

and related facilities.

& Reflections on Great Falls Park and its visitor center.

& General implications for the NPS.

Each of the sections is prefaced with a synopsis of the principal questions asked during the discussion.

Following this, sub- topics are introduced with bold- faced titles, and brief background paragraphs place

the participants’ comments in the larger context of information-technology and demographic trends.

Specific comments are then detailed in bullet statements drawn from the facilitator’s notes. This allows

for broad synthesis of the discussion, while also preserving insights of focus- group participants that

illustrate the synthesis.
Demographic and Information-Technology Trends Affecting Visitor Center Use 6

Trends and New Developments in Demographics and Information

Technology

Synopsis

Important trends and developments in recreation and heritage tourism in the US today:

& Information technology is affecting the expectations of travelers to outdoor areas such as

national parks.

& Increasing attention is being drawn in the US to the importance of heritage tourism.

& Recreation and leisure patterns, vacation patterns, and work patterns are changing.

& International travelers to the US are motivated by an interest in national parks and heritage.

Important demographic trends that might affect recreation activities, heritage tourism, and use of related

facilities over the next 20 years:

& As baby boomers age, the needs and expectations of this generation of visitors will change.

Further, the needs and expectations of the children of boomers will be different from those of

their parents.

& The increasing size and changing composition of the US population has significant implications

for the NPS.

& Fees to access and use parks and visitor facilities are viewed in different ways, depending on the

use of the fees and the demographic characteristics of visitors or potential visitors.

Important trends and new developments in information technology that might affect participation in

recreation and heritage tourism and use of related facilities over the next 20 years:

& People expect education to be entertaining and technologically sophisticated, especially if it’s

occurring outside the traditional classroom.

& The popularity of wireless handheld technology means that personalized information available

on demand will become the norm. Visitors will expect information about a destination to be

accessible before they arrive, personalized to meet their needs, and delivered while they are in

their vehicles.

& Virtual reality (immersion) is another technology that makes many experiences accessible.

& Social scientists do not fully understand the causes and effects of new information technologies

and their uses, and the future of some technologies is uncertain.

What Are Some of the Important Trends and Developments in Recreation and Heritage Tourism

in the US Today?

The focus group opened with a discussion of current trends in information technology and in recreation

and heritage tourism. This was done because most visits to NPS units occur within the context of

recreational outings, including heritage tourism.
Demographic and Information-Technology Trends Affecting Visitor Center Use 7

There is a paradox – an increased use of

information technology and cell phones,

but people go to parks to get away from

many kinds of technology. The issue is

making useful technology inconspicuous.

Information technology is affecting the expectations of travelers to outdoor areas such as national parks:

& There is a paradox – an increased use of information technology and cell phones, but people go

to parks to get away from many kinds of technology. The issue is making useful technology

inconspicuous.

& Another issue is how to meet the demand for

travel information in advance in an

environmentally friendly way. Eighty percent

of requests for information on Illinois parks

are made by internet. In Texas, the figure is 50

percent.

& In tourism, personalizing content is growing

in importance. People want to see their stories

in museums; information technology can help

with this.

& Visitors still want to touch the “true cross.” They don’t want technology to get ahead of the

experience. They don’t want to be alienated from the actual sites.

Increasing attention is being drawn in the US to the importance of heritage tourism:

& Comparing National Endowment for the Arts studies from the early 1980s with trends today,

heritage tourism has become more pervasive. It used to be an activity of the rich.

& There is a continued upswing in heritage and ecotourism among all demographic groups, and

projections for culture and heritage tourism travel stay high 25 years into the future.

& In Canadian studies of Americans’ tourism motivations, the top three types of travel are outdoor,

heritage, and urban tourism.

& September 11th contributed to greater interest in who we are as Americans, and may have further

stimulated heritage tourism travel.

& First Lady Laura Bush has formed an advisory group on heritage preservation, also giving it

national visibility.

Recreation and leisure patterns, vacation patterns, and work patterns are changing:

& September 11th has led to a decline in some types of travel, such as international travel and long

vacations.

& People are traveling closer to home, leading to higher use of state parks. They are taking shorter

trips with shorter planning times.

& For many young people, leisure is more important than work. Leisure is their central focus, with

work providing the resources to participate in leisure.

& Based on Roper data, in the 18 months since September 11th, the thing that’s changed for 25- to

37-year-olds is reconnecting with old friends and caring about relationships with people. This

is related to the quality of time and wanting more serious interaction with people, places, and

events one cares about.
Demographic and Information-Technology Trends Affecting Visitor Center Use 8

Young people who are replacing the baby

boomers experience information technology

differently. It is seamlessly integrated into

their lives.

& Traditionally, women are a critical part of how travel decisions are made, but the decision

process is changing. This is partly influenced by the reality of many dual-income families. Even

more important is that travel decisions are made by the partner who has the better skills or more

commitment to using technology.

& There is more ecotourism and nature-based travel. This is the fastest growing sector of tourism,

but it is still a small part of all tourism. 

& Looking at work patterns, telecommuting is becoming more common – people working from

home so they can live in one city and work in another. 

& Productivity rates in the US workplace are the highest in the world. People work more hours,

with less discretionary time overall. However, work is more flexible, and people can combine

vacation and work.

International travelers to the US are motivated by an interest in national parks and heritage:

& People from other countries visiting the US are interested in parks, culture, and heritage.

& International travel data shows that national parks and natural resources are of particular

interest to tourists visiting the US.

What Important Demographic Trends Might Affect Recreation Activities, Heritage Tourism, and

Use of Related Facilities over the Next 20 Years?

Several demographic trends are significantly affecting the US population. The nation’s population is

becoming more racially and ethnically diverse, aging at different rates within sub-groups, and growing

in size overall. Each of these trends will affect future use and non-use of national parks and visitor

facilities, as well as opinions about fees and what is needed and should be provided during a park visit.

As baby boomers age, the needs and expectations of this generation of visitors will change. Furthermore,

the needs and expectations of the children of boomers will be different from those of their parents:

& We assume that the baby boomers’

perspective will still predominate in 20

years, but the young people who are

replacing the baby boomers experience

information technology differently. It is

seamlessly integrated into their lives; they

have grown up in a digital age, and this

influences their expectations in ways

different from their parents.

& Baby boomers will be in retirement, leading to increased leisure time and greater demands on

parks. They are the mobile generation of the next 20 years.

& An aging boomer population faces increasing physical challenges which affect needs while in

parks. For example, information and signing needs may change. 

& The discretionary money of seniors is divided because they are paying for health care and

prescription drugs. This may affect how and where they travel.
Demographic and Information-Technology Trends Affecting Visitor Center Use 9

The fastest growing segment of the US

population is made up of people who are

under-represented in visits to national

parks – Latinos and other peoples of

color.

& The shape of “age pyramids” is dramatically different across racial and ethnic groups in the US.

Whites, American Indians, and African Americans are aging populations. Latinos and Asians in

the US are younger.

The increasing size and changing composition of the US population has significant implications for the NPS:

& The growth in population and numbers of households is producing a larger pool of potential

visitors to national parks, but also a larger pool of potential non-visitors.

& The fastest growing segment of the US

population is made up of people who are

under-represented in visits to parks – Latinos

and other peoples of color.

& There are geographic variations in these

trends. In the Pacific West, Florida, and Texas,

the population overall is growing, and the

proportion of people of color is increasing.

Texas and Florida will have more non-whites

than whites by 2020.

& The Latino population is growing very fast in the southeastern US. There are triple-digit

percentage increases in Georgia, North Carolina, and Tennessee. These have not been places

of traditional Latino residence.

& There is a general trend toward a more educated population, but with bigger disparities between

groups. Latinos trail white non- Hispanics and African Americans in educational levels. This

disparity affects who visits many public facilities. Even at the free museums of the Smithsonian,

the average visitor is extremely well-educated and affluent.

& Affluent African Americans with a college education would be drawn to sites interpreting events

significant to African Americans, such as their role in the battle at Petersburg.

& According to the 2000 census, 11 percent of people in the US were born in another country. This

leads to changes in the stories that people relate to. These people are not just visitors to the US,

they live here and are looking for stories relevant to their own experiences.

& Washington, DC is an example of an international community, but in its parks most information

is in English. This doesn’t reflect the fact that the city is an international destination and has a

linguistically diverse resident population. 

& The problem in culturally diverse areas is how to create interpretive themes and messages that

will be understood by a broad range of people. Technology can take care of multiple languages

and other accessibility issues. It becomes a question of which second language is used or how

many languages are used.

& There are increases in single- parent families, gay and lesbian households, and different

household structures, such as extended families living under the same roof. This affects the types

of facilities preferred in parks, concerns about personal and family security while away from

home, and the types of stories that appeal to visitors.
Demographic and Information-Technology Trends Affecting Visitor Center Use 10

Expectations for park visits among a

technologically literate “digirati” will

differ dramatically from the expectations

of earlier generations.

& Research from focus groups in Missouri shows that African American females who are single

heads of households are particularly concerned about their families’ safety while visiting parks.

Fees to access and use parks and visitor facilities are viewed in different ways, depending on the use of the

fees and the demographic characteristics of visitors or potential visitors:

& Research shows that many visitors are willing to pay a fee in return for an enhanced ability to

do something, but this may vary widely by income group. There might be different demand

curves for different demographic groups, depending on what the visitor expects to do in the park

and the purpose of the fee. 

& In gaining public acceptance of fees, it is important to communicate how the revenue from fees

are used. Studies show that people prefer fee revenue to stay in the park where it was generated.

& Expectations about fees come into play at visitor centers. People may resent paying for the basic

services provided in such a facility.

& There is a segment of the population that’s strongly opposed to fees, no matter what the

justification. They regard fees as “double taxation.” For these people, whether or not to charge

fees for access or use is not an economic issue, but a political one.

& For some visitors, fees could be a violation of their expectations for parks, i.e., “These are our

parks.”

& An argument in favor of fees is that if people pay an entrance fee, then it increases their

appreciation of the park, facility, or service.

& Fees have other purposes besides revenue generation. They can be used to exclude people seen

as undesirable, to ration use, or to regulate visitation within limits set by carrying- capacity plans.

What Important Trends and New Developments in Information Technology Might Affect

Participation in Recreation and Heritage Tourism and Use of Related Facilities over the Next 20

Years?

Technological innovations in internet and wireless

communication have increased the volume and

diversity of information accessible to the public. This

presents both challenges and opportunities to the

NPS. Ways to reach people onsite and offsite have

increased, but expectations for park visits among a

technologically literate “digirati” will differ

dramatically from the expectations of earlier generations.

People expect education to be entertaining and technologically sophisticated, especially if it’s occurring

outside the traditional classroom:

& Entertainment and educational technology is increasingly portable and widespread. It’s

noticeable everywhere, even on the street. 

& Many teenagers get their environmental education from the mass media, rather than from the

traditional classroom.
Demographic and Information-Technology Trends Affecting Visitor Center Use 11

& Museums in Europe are examining ways to use technology to improve visitors’ experiences. The

driving motive is to enhance the story, bring people back, and create a more knowledgeable and

interested user.

& The interactive aspect of learning is growing, with more active learning in universities. This

shapes visitors expectations for learning in parks and visitor centers.

The popularity of wireless handheld technology means that personalized information available anywhere

on demand will become the norm. Visitors will expect information about a destination to be accessible

before they arrive, personalized to meet their needs, and delivered while they are in their cars:

& The trend is wireless over cable. People will want real-time information in their vehicles, such

as lodging availability, weather conditions, and tour schedules.

& Satellite radio access is affordable and offers good clarity. It is being built into all General Motors

cars, creating an ability to receive information over long distances. For example, a station in

California can be picked up by a car radio in New York.

& MP3 technology is a way to share information and tell stories, even geographically specific

stories.

& Merging technologies into a single unit is likely to be even more common in the future, and these

units will be even smaller.

& People will be able to combine geographic positioning systems telling them where they’re at with

an interpretive system on a personal digital assistant (PDA), creating location- aware devices. The

military has these now.

& Providers will be able to offer more customized information services. This means “smarter”

travel information tailored to the needs of individual tourists.

& It is absolutely a plus to have cell phone access at recreational sites. Young people don’t see it

as an intrusion, although it can create conflicts with those having more traditional views of what

a park experience should be.

& Looking at intelligent transportation systems, all elements of technology will continue to be

applied in vehicles. This includes automated highway systems, although most experts argue that

this technology is still a long way off, due to driver distraction and other problems.

Virtual reality (immersion) is another technology that makes many experiences accessible:

& Virtual reality is now called “immersion.” It can be used effectively for time travel. For example,

the Belgians have put a holographic screen at a bus stop that people can look through to see the

castle that used to be in that location. They can then step outside and see the land as it appears

today.

& Virtual reality could be a management tool. Places off- limits to visitors could be re- created

through a virtual immersive experience, which could act as a surrogate for the real one.

& However, is it possible to duplicate the satisfaction that comes with direct interaction using

immersive technologies alone? More research on this is needed. People’s motivations for visiting

parks are often about experiencing nature, e.g., seeing wildlife and other natural or cultural

features that can’t be experienced directly at home.
Demographic and Information-Technology Trends Affecting Visitor Center Use 12

Historical technologies could be a critical

and relevant part of the park experience

to many visitors.

Figure 3 Replica of historic tour bus used at Glacier

National Park.

Social scientists, engineers, and park planners do not fully understand the causes and effects of new

information technologies, and the future of some technologies is uncertain:

& At least some differences in the use of information technology appear to be based in cultural

preferences, mores, and norms. It’s not just a case of education and income affecting knowledge,

interest, and access.

& There is much that engineers still do not know about the impacts of information technology on

humans and the environment. Decisions about how best to use these technologies in parks is

risky without this knowledge.

& Historical technologies could be a critical and relevant part of the park experience to many

visitors. The historical trolleys at Lowell National Historical Park and the red buses in Glacier

National Park are examples. The Gettysburg map is

something people go to see. Should this be replaced

simply because it is not “modern?” Social scientists

and park planners don’t fully understand the role that

these traditional technologies play in enhancing

visitors’ experiences.

& In the future, information on the World Wide Web could be coming from fewer and fewer

outlets with less and less competition. How will this influence the ability of parks to

communicate beyond their boundaries?

& At the same time, there’s an

explosion of information sources

through the Web, yet search engines

pick up only a fraction of the

billion-plus pages that exist. 

& Government may become much

more involved in regulating the Web.

China is effectively limiting Web

access and Web content.

& The Web is not as vital and vibrant

as it used to be. Some say that in 20

years it will be dead. This would

negatively affect visitors’ ability to

plan, experience, and share the

information about their trips to

national parks.
Demographic and Information-Technology Trends Affecting Visitor Center Use 13

Implications of Demographic and Information-Technology Trends for

Planners and Designers of NPS Visitor Centers

Synopsis

Things recreation and tourism planners and facility designers need to be thinking about over the next 20

years:

& There are many examples of how the NPS is responding well in the context of its mission to

demographic trends and current or emerging technologies. 

& Despite success stories, as the US becomes more culturally diverse and information technology

continues to evolve, the NPS needs to be alert to changes in how people respond to parks and

what their expectations for park experiences are.

& As new forms of information technology permeate society, it will increase the variety of ways in

which visitors interact with park environments, as well as the alternatives available to the NPS

for meeting the needs and preferences of visitors.

& Many opportunities exist for capitalizing on demographic and technological trends to improve

planning and management in the NPS. There are concrete steps that can be taken to better serve

a diverse population.

What the ideal NPS visitor center will look like 20 years from now:

& The ideal visitor center of the future will continue to provide many services that people find

useful today.

& The ideal visitor center and park of the future will be more responsive to diverse publics and

more effectively use new information technologies.

What Are the Things Recreation and Tourism Planners and Facility Designers Need to Be

Thinking about over the Next 20 Years?

Some visitor needs and preferences are timeless and persist in the face of dramatic technological and

demographic change. Conversely, other needs and preferences are shifting. In many cases, the NPS is

responding well to demographic trends, changing needs, and both current and emerging technologies.

Nonetheless, when planning visitor centers and other park facilities, challenges arise in responding to

visitors’ traditional needs and preferences while also addressing important new ways in which visitors

experience park environments.

There are many examples of how the NPS is responding well in the context of its mission to demographic

trends and current or emerging technologies:

& The NPS protects important areas. The resources are there for people to enjoy. The agency

performs a great balancing act in a time of significant change.

& There has been good Web-site development over the last few years. The site (nps.gov)is easy to

navigate and link to.
Demographic and Information-Technology Trends Affecting Visitor Center Use 14

The NPS Web site projects an image of

the agency as diverse in culture and

ethnicity, both in terms of employees and

parks. 

Figure 4 Shuttle bus, Zion

National Park.

& The NPS Web site projects an image of the agency as diverse in culture and ethnicity, both in

terms of employees and parks. The agency’s larger national message and imaging are done well.

& On the ground, alternative transportation

systems are in place at Zion and Acadia

national parks. The shuttle system at Zion

puts one vehicle up a canyon rather than 50.

This is responsive to capacity constraints,

and the buses use alternative fuel.

& The NPS is also doing a good job meeting the increasing demand for many traditional uses. For

example, when people go rafting in Grand Canyon National Park, a ranger speaks to them for

30 minutes in preparation. It works well.

& The live interpretation in national parks is excellent and enthusiastic. Yellowstone does a

wonderful job of education.

& Partner groups can be incredibly productive. Partnering

with the private sector, including both local and national

groups, has been very successful. Ford Motor Company

and Kodak have been prominent partners of national

parks, promoting new as well as traditional transportation

and information technologies.

Despite success stories, as the US becomes more culturally diverse

and information technology continues to evolve, the NPS needs to be

alert to changes in how people respond to parks and what their

expectations for park experiences are:

& The NPS needs a fuller understanding of how technology

provides advantages and disadvantages to different

population segments, including non-visitors.

& Adapting the setting to the person is important. The NPS

needs to find ways to change the situation to

accommodate the growing diversity of potential visitors.

& Messaging will become more important as population

diversity increases. How will the NPS tell people that they are welcome and the parks have

something to offer them?

& People who don’t come to parks have to be asked what they want, but the NPS also needs to

examine the entire population in terms of motivations and expectations.

& Besides tracking the diversity of the US population, the NPS needs to track the diversity of park

visitors and how a more diverse visitor population affects use of park facilities and resources.
Demographic and Information-Technology Trends Affecting Visitor Center Use 15

Eventually, the NPS might not need physical

visitor centers in the traditional sense, except

for a bathroom and restaurant.

As new forms of information technology permeate society, it will increase the variety of ways in which

visitors interact with park environments, as well as the alternatives available to the NPS for meeting needs

and preferences of visitors:

& The NPS needs to understand how visitors and potential visitors make decisions given a new set

of information cues. How do new processes work and how do these influence visitors’ choices

before, during, and after their trips?

& Eventually, the NPS might not need physical visitor centers in the traditional sense, except for

a bathroom and restaurant.

& The NPS needs to use technology to

enhance the visitor experience and

maintain the integrity of the parks. It

needs to look at the totality of a visitor’s

park experience – pre-trip, onsite, and

post- trip – and how technology influences

these different phases of the visit.

& There’s tremendous variation in how much information people will want in advance of a visit.

For a local park, decisions to visit are less likely to be based on information provided by the NPS.

But for a park like Yellowstone, people want information in advance to plan a trip.

& Social scientists don’t understand what the young digirati want and how their relationships to

technology and the value of knowledge differ from those of their parents. But significant

differences do exist, including learning-style differences.

& The digirati are getting older, which is leading to a homogenization of the dominant culture,

particularly with respect to norms, attitudes, and preferences related to information technologies

and their acceptability in parks.

& Despite the pervasiveness of new forms of technology, not all children are growing up in a digital

world. These differences in the degree of access to information technology are another form of

population diversity.

Many opportunities exist for capitalizing on demographic and technological trends to improve planning

and management in the NPS. There are concrete steps that can be taken to better serve a diverse

population:

& The NPS needs better research on psychographics, motivations, and expectations, and then it

needs to use that research to match its product mix to a diverse population base. 

& The NPS could facilitate a seamless visit by linking its information systems to other systems. Map

Quest and the American Automobile Association provide examples of this. A park could tell

visitors they might also like Y and Z if they like X. Additional links could be provided to

information about Bureau of Land Management and Forest Service areas along travel routes.

This might help some parks address visitor capacity issues.

& Parks could also weave their information in with that of local hotels, chambers of commerce,

and other community organizations, many of which actively promote parks as destinations.
Demographic and Information-Technology Trends Affecting Visitor Center Use 16

In some cases, robots could supplement

park rangers. Stores are already using

them. It will be important for NPS

personnel to be adaptive and responsive

to changes over time.

& The NPS tends to look at each park individually, but people go to Teton-Yellowstone-Glacier

as a unit. Planning should be done with this in mind.

& There’s a need for regional planning in broader ecosystem contexts. Examples exist in the NPS,

such as in the Greater Yellowstone Ecosystem. But park planning should be wrapped more into

existing regional planning processes, i.e., metropolitan planning organizations and rural

planning. The trend is toward an increasingly complex institutional setting for decision- making.

& The NPS should not lose sight of the fact that interpretation and education can often do more

than law enforcement to help maintain the resource. Information technologies may enhance this

effort by communicating protection messages to a more diverse population.

& The NPS needs to keep up with new ecological trends and knowledge. Visitor centers and

interpretation haven’t done this. For example, it took Yellowstone six years to put up an exhibit

on prescribed burning after the 1988 wildfires. 

& Adopting new information technologies in parks has implications for staffing and personnel

training. The NPS should include technological skills in the Interpretive Development Program

so that staff become information-technology specialists. Support people are needed to keep the

technology operating.

& In some cases, robots could supplement the

routine work of park rangers. Stores are

already using them. It will be important for

NPS personnel to be adaptive and responsive

to changes over time.

& If the NPS is going to have more information

technology in place, it is easier to justify and

get support for it if it is directed toward an

educational mission.

& Messaging for each site could be done better. At the highest level, the National Park System

needs a tone, mode, ambience, and atmosphere that’s welcoming. This is done well by the NPS.

But then parks should tell what’s unique and welcoming about each place. Parks need to know

how to communicate that higher-level message and tone, and then focus on their site.

& The NPS and Forest Service have decided to narrow down the information on Web sites so it

can be downloaded by a 56K modem. That’s a policy decision for uniformity of presentation and

accessibility. A uniform look and feel is nice, but not at the cost of eliminating information,

because people expect the opposite. The NPS should go to rich, multi-media presentations and

beyond.

In Your Dreams, What Would the Ideal NPS Visitor Center Look Like 20 Years from Now? 

What will the visitor center of the future be? How will it balance traditional needs and preferences of

park visitors with those that are now emerging and will continue to emerge? What things about visitor

centers should stay the same? What needs to change? Focus-group members offered a vision mixing

traditional functions with new modes of communication and presentation. Their comments applied not

only to visitor facilities, but to the entire visitor experience.
Demographic and Information-Technology Trends Affecting Visitor Center Use 17

Figure 5 Dickey Ridge visitor center, Shenandoah National

Park.

The ideal visitor center of the future will continue to provide many services that people find useful today,

including:

& Restrooms.

& Directions.

& Park rules and guidelines.

& First aid and other emergency

assistance.

& Specific information on the

site.

& Face- to- face contact and

personal stories, especially

from enthusiastic and excited

park rangers.

& Identification of resources seen

in the park.

& Visual information on trends,

seasonal differences,

environmental, and cultural

topics.

& Familiarity in a new place, i.e., a place that is safe, modern, and provides convenience and

confidence-building for first-time visitors.

& Space protected from the elements to allow work with large numbers of people at one time.

& Interesting things to buy.

& Things that personalize the experience, including the passport stamp.

& Adventure and a unique experience.

The ideal visitor center and park of the future will be more responsive to diverse publics and more

effectively use new information technologies:

& In one sense, the notion of a visitor center is an artifact. There can be a building with similar

functions, but should it be called a visitor center? The ideal visitor center will really be a

“resource center.”

& Most of the needs of visitors won’t change, but expectations for how the NPS should meet those

needs will. The ideal visitor center will provide affordable, personal, customizable information:

“Meet me where I am, and then take me where you want me to go.” 

& The ideal visitor center will be more welcoming to a diverse audience. The staff will be more

familiar with the motivations of diverse groups and able to satisfy them. They will be able to

deliver personalized information any place on demand.

& The ideal visitor center will have state- of- the- art ecological, environmental, historical, and

cultural themes delivered in a variety of ways. It will be both high- and low-tech, using effective

communication technologies targeting diverse audiences.
Demographic and Information-Technology Trends Affecting Visitor Center Use 18

There is much research to show that the

interpersonal connection is more important

to some groups, such as women, Latinos,

Asian Americans, and persons with peoplecentered learning styles. The ideal visitor

center will capitalize on this.

Visitors will be able to receive portable,

mobile information, such as a digital

photo, that goes into the park with them.

Visitors will want to download a trail map

into a PDA along with up-to-date data on

traffic and weather conditions.

& There is much research to show that the

interpersonal connection is more

important to some groups, such as women,

Latinos, Asian Americans, and persons

with people-centered learning styles. The

ideal visitor center will capitalize on this.

A low-tech approach is very useful for

these visitors.

& The ideal visitor center will provide virtual

experiences for non-visitors, so that everyone becomes a visitor to that park.

& The ideal visitor center will be multi-lingual, truly physically accessible, with restrooms and

water. Travelers will be able to hook in on the Web before getting there. When they arrive, there

will be people to connect with, and there will be opportunities to leave with a cohesive memory

of the story.

& In the ideal visitor center, the needs of visitors will still be served through restrooms and a

bookstore. But bookstores will be able to deliver a greater variety of publications by printing

them on demand.

& The ideal visitor center will blend the best of the NPS with the best of SeaWorld and Disney’s

technology for entertainment and the best of the Smithsonian and other institutions for

education. It will create a dynamic and interactive experience to attract a broader audience

across age groups. And it will have a more attractive, engaging image.

& In the ideal visitor center, there will be an interactive decision tree to help plan stays. Visitors

will be routed to different places in the park for different reasons and have their own experience.

& In the ideal park visit, people will be able to

look at the Ansel Adams photo of the ravine

while standing at the ravine. They will be able

to receive portable, mobile information, such

as a digital photo, that goes into the park with

them. Visitors will want to download a trail

map into a PDA along with up-to-date data

on traffic and weather conditions.

& There will be more advance information available before the ideal park visit, so that before

people leave home they will have information on the park and will have paid many of its fees.

When they arrive, the visitor center will provide a unique experience related to the park and will

facilitate people getting easily to its attractions. 

& During the ideal visit, people will be able to send a message by cell phone, like “The eagle just

landed here,” and others will “hive” to that spot. The destination phenomenon will still be there,

but it will happen in a short time or instantaneously.
Demographic and Information-Technology Trends Affecting Visitor Center Use 19

Figure 6 Falls overlook, Great Falls Park.

& During the ideal visit, alternative transportation will be so attractive that people won’t want to

bring their own cars into parks. Transportation will become a visitor center in itself.

& There will be interactive kiosks to provide greater depth of information during the ideal visit.

& There will be an immersion cave in some parks to simulate the river or the sound of what it’s like

in a wildfire.

& In the ideal visit people will be able to say, “Whoever I am, wherever I come from, my park

experience will move me in some fundamental way so I care more about what we’ve got. I will

meet the first person who saw this place and do time travel in some way, not in the visitor center,

but in the field.”
Demographic and Information-Technology Trends Affecting Visitor Center Use 20

Figure 7 Visitor center interior, Great Falls Park.

Reflections on Great Falls Park and Visitor Center

Synopsis

Ways the NPS could better respond to demographic trends and current or emerging technology at Great

Falls Park:

& The Great Falls visitor center has several shortcomings in its design and its interpretation.

& In some ways, Great Falls Park is responding well to demographic trends and current or

emerging information technology.

& In other ways, the park could better respond to these trends.

& The NPS should closely examine the need for a visitor center at Great Falls Park.

In What Ways Could the NPS Better Respond to Demographic Trends and Current or Emerging

Technology at Great Falls Park?

For most focus-group members, the excursion to Great Falls Park was their first visit to this NPS unit.

After a ranger-guided walk to a falls overlook, the participants went to the visitor center to meet with

senior park staff to discuss visitation to Great Falls Park and use of the visitor center itself. They then

returned to Turkey Run Park to reflect on this experience.

The Great Falls visitor center has several shortcomings in its design and its interpretation:

& There was no clear indicator that the building was a visitor center.

& I wasn’t sure of the message. The interpretation wasn’t thematic. The themes weren’t obvious.

I didn’t know where to go first.

& It was unappealing and unwelcoming and had lighting problems. The picture window to the falls

was blocked by a kayak.

& There was a lot of unused space

inside. The aquarium could have

been bigger.

& There was too much text in the

exhibits. They didn’t follow the

ABCDs – make it attractive, brief,

clear, and dynamic.

& The kids’ area was better done.

The space was better utilized, the

lighting was better, there were

links to history, hands-on things,

and worksheets. Yet some of it

looked tired. Kids know how to

keyboard, but nothing with

keyboards was there.

& There was a sign that asked about

trash, but it didn’t have anything to do with what was there.
Demographic and Information-Technology Trends Affecting Visitor Center Use 21

The exhibits are historical and natural,

but the purposes of most visits are largely

recreational. As a visitor, I would want to

know how people could use the place for

multiple activities. 

In some ways, Great Falls Park is responding well to demographic trends and current or emerging

information technology:

& The picnic tables meet the needs of families.

& The film is an attraction for people.

& The educational programs might be meeting the needs of school-age kids.

& The park is asking important questions in the GMP process, such as who comes to the park,

what do they want, how do we make the place more dynamic, how do we get people to visit

again?

In other ways, the park could better respond to these trends:

& There are a lot of repeat visitors at Great Falls Park, which means there is a need for a different

kind of visitor center than if there were lots of first-time visitors. The park needs more dynamic

ways to convey its message.

& To better understand who visitors are, planners could look at the Visitor Services Project

database, do another visitor survey, or look at census data for the DC metro area.

& The NPS could make the visitor center more friendly for people going through the park. There

are a fair number of hikers, bikers, and horse riders, but there were no bike racks or other things

that make it easier for these people to use the visitor center.

& There should be ways for people to get information in advance on areas that are full in the park.

& The park should do an analysis of the important messages and the role of a visitor center in

communicating these messages.

& The interpretive messages and story are not

clear. The exhibits are historical and natural,

but the purposes of most visits are largely

recreational. As a visitor, I would want to

know how people could use the place for

multiple activities. 

& The park could build the visitor center

around the story. There are ways to build

learning centers even on very dry topics like

the law. Disney is the ultimate model for this.

& When nature offers such strong competition, the NPS has to work hard to make anything inside

the visitor center meaningful and attention-grabbing.

& The displays are visual, but the falls are auditory. One way to get people to appreciate the site

would be to focus their attention on the sound of the falls. This would also give visually impaired

people a dramatic sense of the falls.

& The park could expand the number of places where it communicates information. There could

be photographs on kiosks that are also interactive. Visitors could use cell phones to dial in and

get visual displays, tapping into existing sources. There could be a way to get answers from cell

phones or handheld devices when there’s no ranger nearby.
Demographic and Information-Technology Trends Affecting Visitor Center Use 22

There is a need for places where people go

just to listen to the sound of the falls. There

should always be places in the park without

technology for reflection, introspection,

and revitalization.

& In the kids’ area, the park could have “edutainment” stations on the watershed and the canal.

These could also be open-air.

& The park could show an IMAX film that is dynamic and interesting.

& The NPS could build a lock on the outside of the visitor center and do a simulation of the rise

and fall of the water level.

& The park could simulate the effects of different water levels. Floods are good for simulation.

& Thin-screen computers could deliver text with translation in different languages and in styles

that different people would prefer. Now, the exhibits have 14-line long paragraphs.

& Simulations of kayaking or white-water rafting could be used.

& There is no place for visitors to leave a story about a special experience they had at the park.

There could be a computer hooked to a projection system for this. Or people could be invited

to leave their favorite digital snapshot. There could be a Web log for park visitors to describe

their visit.

& Although both technology and quiet places

provide information, some data suggests

that people will react against too much

technology. There is a need for places

where people go just to listen to the sound

of the falls. There should always be places

in the park without technology for

reflection, introspection, and revitalization.

The NPS should closely examine the need for a visitor center at Great Falls Park:

& Is there a need for a traditional visitor center at this place? Great Falls Park has many unique

characteristics, and there is no “one size fits all” visitor center. Facilities have to be matched with

the site and the types of visitors.

& Park users seem to go to this visitor center for directions, the restroom, and the store. The

interpretive component isn’t a critical motivation and not what they reflect on when they’re

coming out.

& The park should ask people whether they feel there’s a need for a visitor center in this area.
Demographic and Information-Technology Trends Affecting Visitor Center Use 23

Many of the informational and interpretive

functions that have been located primarily in

a park’s visitor center will also be delivered to

other venues frequented by users and

potential users. In a real sense, visitor centers

will travel to people, as well as vice-versa.

General Implications for the National Park Service

This section presents a summary and synthesis of the focus-group proceedings as interpreted by the

author. Its purpose is to place the discussion at Turkey Run Park squarely in the context of larger issues

faced by the NPS in dealing with demographic change and emerging information technologies. A second

purpose is to consider the implications of the discussion for social science research in the NPS.

Through widespread diffusion of technological innovations, information is more accessible to people

than it has ever been. At the same time, potential users of information technology in the US are becoming

more diverse. The implications of these trends in demographics and information technology for NPS

visitor centers and related facilities are considerable. Two important points integrate many of the

comments from focus- group participants. The first addresses information- delivery modes and the

second information content.

& The traditional information and educational functions of visitor centers will increasingly extend

beyond the walls of buildings. To an extent not previously possible, information and education will

be delivered to visitors and potential visitors that promotes general awareness of the National Park

System and facilitates pre-trip planning, travel to and from parks, and post-trip recollection and

sharing.

One of the major implications of trends in demographics and information technology is that visitor

centers 20 years from now will become virtual information nodes, in addition to serving traditional

functions. People will still appreciate and demand the traditional facilities and services that many visitor

centers provide, such as restrooms, stores, face- to- face contact, shelter from the elements, and

interpretive programs. Nevertheless, other technologies will be able to provide viable alternatives to

brick and mortar buildings. The popularity of

wireless and handheld internet appliances

means that information can be provided in

digital format wherever and whenever visitors or

potential visitors desire it: at home, in personal

vehicles, or aboard alternative transportation

systems. This means that many of the

informational and interpretive functions that

have been located primarily in a park’s visitor

center will also be delivered to other venues

frequented by users and potential users. In a real sense, visitor centers will travel to people, as well as

vice-versa . 

Although park Web sites currently provide outreach to virtual visitors worldwide, the ability to tailor

information to diverse audiences, rather than employing a “one Web site fits all” approach, is another
Demographic and Information-Technology Trends Affecting Visitor Center Use 24

The NPS has been providing information and

education outside of visitor centers for almost

a century. What has changed is the

technology to deliver this information,

enabling parks to extend farther beyond their

borders and to contact a greater diversity of

people than ever before. 

significant technological development. This leads to the second major implication of current trends in

demographics and information technology.

& Increasingly, visitors will expect information to be interactive and personalized. They will want

it to be engaging, age-appropriate, culture- appropriate, and delivered in preferred languages. Upto-date information addressing individual visitor needs will be delivered on demand in real time,

wherever and whenever people want it.

Information and interpretation delivered inside and outside the walls of visitor centers will be tailored

to more effectively reach a growing diversity of visitors and potential visitors. People will expect to query

reservation systems, monitor traffic and weather conditions in real time, and download interpretive

materials on demand. The computer technology exists to make exhibits more dynamic, simulations more

realistic, and to do this in multiple languages selected by visitors at the click of a mouse. Other products,

such as entrance fees, camping fees, and use permits, could be purchased at home before a trip and

validated onsite with electronic scanners, much the way tickets are currently purchased and printed at

home for many entertainment and sporting events. 

To an extent not previously possible, park visitors will have the ability to share the sounds and sights of

their onsite experiences through Web logs and Web sites designed to collect and present digital

photographs and personal stories about visits. Some of these sites may be housed on servers operated

by parks, providing feedback to park planners and managers by describing what visitors found to be

most interesting and worth sharing during their trips.

In one sense, much of what has been discussed in

this report is not unfamiliar. The NPS has been

providing information and education outside of

visitor centers for almost a century. What has

changed is the technology to deliver this

information, enabling parks to extend farther

beyond their borders and to contact a greater

diversity of people than ever before. At the same

time, the US population is becoming more

ethnically, racially, and life- style diverse. This

means that both the need and the expectation for interactive and tailored information will grow.

Implications for Social Science Research in the NPS

The implications for the NPS of current trends in demographics and information technology don’t end

with their effects on how visitor centers of the future will be planned and designed. There is much that

social scientists and planners do not yet understand about the impacts of these changes. Many of the

knowledge gaps have been detailed in previous sections of this report, but are summarized here.
Demographic and Information-Technology Trends Affecting Visitor Center Use 25

“The NPS has special responsibility for special

places. Don’t get frustrated, but look forward,

and expect new stuff and new people.”

Social science research is needed to:

& Track trends in access to information and intelligent transportation technology by traditional

and virtual visitors; to identify demographic differences in technology use; to examine the

influence of cultural preferences, learning styles, mores, and norms on use; and to evaluate the

effectiveness of new forms of information delivery on visitors’ learning and enjoyment.

& Evaluate the extent to which the satisfaction that comes from direct interaction with park

resources can be duplicated using immersive technologies.

& Better understand the impacts of information technology and intelligent transportation systems

on visitors’ well-being and the effects of this technology’s infrastructure on resource quality.

& Investigate how traditional information and transportation technologies in parks influence

visitor experiences vs. the effects of new and emerging technologies.

& Improve understanding of how visitors and potential visitors make decisions, given a new set of

information cues, and document how these processes influence visitors’ choices before, during,

and after their trips.

& Evaluate the needs and preferences of the young digirati and how their relationships to

technology and the value they place on knowledge differ from those of their parents.

& Track changes in the diversity of visitors and non-visitors to parks in response to new park

programs, facilities, and changing resource conditions.

Over the next 20 years, it is apparent that the

pace of demographic and technological

change will increase. The success of the NPS

in satisfying visitor expectations will depend

on its ability to respond to these large-scale

shifts in the social and technological

landscape. In the words of one focus-group participant, “The NPS has special responsibility for special

places. Don’t get frustrated, but look forward, and expect new stuff and new people.”
Demographic and Information-Technology Trends Affecting Visitor Center Use 26

Appendix: Focus-Group Participants, Affiliations, and Interests

Dr. Myron Floyd

Associate Professor, Director of Center for Tourism Research and Development, University of Florida.

Interests: Diversity, ethnicity, and their effects on travel to parks and protected areas. 

Dr. Linda Jackson

Professor, Department of Psychology, Michigan State University. Interests: Motivational, affective, and

cognitive antecedents and consequences of information-technology use. 

Dr. Susan Jacobson

Professor and Director of Program for Studies in Tropical Conservation, University of Florida. Interests:

Human dimensions of wildlife management, resource education, and program planning.

Mr. Michael Kelly

Senior Research Scientist, Western Transportation Institute, Montana State University. Interests:

Information technology, alternative transportation systems, and their effects on visitor experiences in

national parks. 

Ms. Karen Lee

Manager, Information Age Exhibition, National Museum of American History, Smithsonian Institution.

Interests: Visitor experiences in museums, including evaluation of visitors’ use of immersive digital

environments in museum exhibits.

Dr. Joseph O’Leary

Professor and Head, Dept. of Recreation, Park and Tourism Sciences, Texas A&M University Interests:

Social behavior and travel patterns of domestic and international recreation consumers, analysis of

recreation and leisure trends, social impacts of recreation resource development.

Dr. Katie Turnbull

Head, System Planning Division, Texas Transportation Institute, Texas A&M University System.

Interests: Uses and evaluation of information technology in intelligent transportation systems in rural

environments.

Dr. Marcella Wells

Interpretive Consultant. Interests: Interpretive planning and evaluation, exhibit design, and visitor use

of interpretive facilities in parks and visitor centers. 

Dr. Patricia Winter

Co-leader, U.S. Forest Service Wildland Recreation and Urban Culture Project, Riverside, CA. Interests:

Social and economic trends and their effects on recreation behavior and demand. 
Demographic and Information-Technology Trends Affecting Visitor Center Use 27

Photo credits:

Cover (Great Falls Park): NPS Social Science Program.

Figure 1: NPS Social Science Program

Figure 2: NPS Social Science Program

Figure 3: National Park Service

Figure 4: National Park Service

Figure 5: NPS Social Science Program

Figure 6: NPS Social Science Program

Figure 7: NPS Social Science Program

About the NPS Social Science Program

The role and functions of the NPS Social Science

Program are to: provide leadership and direction to the social

science activities of the NPS, coordinate social science

activities with other programs of the NPS, act as liaison with

the USGS Biological Resources Division and other federal

agencies on social science activities, provide technical support

to parks, park clusters, support offices, and regional offices,

and support a program of applied social science research

related to national research needs of the NPS.

For more information, contact:

Dr. Jim Gramann

Visiting Chief Social Scientist

National Park Service

1849 C Street, NW (2300)

Washington, DC 20240

Telephone: (202) 513-7189

Email: James_Gramann@partner.nps.gov

Web site: http://www.nps.gov/socialscience/