ROUTE CHOICE CHARACTERISTICS OF VISITORS TO ZOO BY BLUETOOTH DATA

Zoos design tour routes to enhance visitors’ learning experience about animals, but some visitors deviate from these routes. This study analyzed Bluetooth data to clarify the relationship between visitors’ route choices and the suggested tour routes. Factors influencing route choice were also identified. Results revealed that frequent visitors often shorten their routes, while infrequent visitors use tall exhibits as landmarks. Visitors are more likely to walk toward areas with visible tall exhibits, animal houses, exhibition facilities, clear park roads, and gentle slopes. These findings provide insights for optimizing zoo layouts to cater to different visitor behaviors.