Accessibility of tourist signage at heritage sites: an application of the universal design principles

The accessibility of tourist signage was investigated in this study by utilising the stakeholder theory, concepts of tourist signage, and universal design (UD). Twenty-eight tourists who had visited Macao’s heritage sites were interviewed. Results showed that regardless of individual differences in physical abilities and characteristics, tourist signage was considered important to the interviewees to know the direction to attractions and service facilities. Signage was particularly important for visiting Macao’s heritage sites, which required tourists to stroll through several alleys and make many turns – including those who had weaker physical abilities such as people with disabilities and elders, as well as mothers with children. Through the interviews, the strengths and weaknesses of the tourist signage was identified, and accessibility for tourists was evaluated based on the UD principles. Results revealed that these strengths and weaknesses were compliant or noncompliant with certain UD principles in different ways and led to several tourism experiences, attitudes, and behavioural outcomes. Practical suggestions were offered.