Wayfinding and navigation behaviours among pilgrim tourists on the St. Olav Ways in Norway

Pilgrim tourism is part of a sector of “slow,” cultural, religious and heritage-based tourism which is seen as desirable in the aftermath of the Covid-19 pandemic due to the potential psycho-physical transformational benefits. In this paper we analyse wayfinding and navigation behaviours among pilgrim tourists along the St. Olav Ways pilgrim paths in Norway. The pilgrim paths in themselves, with varying levels of physical signage and markings together with a growing database of digital markings, paths and maps, constitute a system of information for wayfinding (i.e. a “wayfinding system”). This information is relevant for the users in different parts of their journeys ranging from the planning phases, under ways along the paths, and to possible sharing of experiences after the journey is completed. Through a mixed methods approach with qualitative and quantitative data we have studied the case of wayfinding and applicable navigation information and behaviours along the pilgrim paths. We describe and analyse markings, signage, and digital tools using theoretical frameworks (Lynch 1960; Mollerup 2005; Wiener, Büchner, and Hölscher 2009; Barker 2019) to study wayfinding strategies and behaviours. What we describe as a wayfinding system is pivotal in the constitution and identity of the paths as pilgrim paths. Our research draws on observations, interviews, digital ethnography, and surveys to understand travellers’ motivations, information sources, and actions along the St. Olav Ways. From this we establish an empirically based description of wayfinding behaviours and preferences in the context of pilgrim tourism. The systematic description of the relevant official information of the St. Olav Ways as a wayfinding system, serves as a “best practice” for designing pilgrim or general-purpose hiking paths. Insights into pilgrim tourists' wayfinding behaviours can be used to guide the design, branding, communication, implementation, and management of such paths.