Perception of Thematic-Based Interpretation at the Jefferson National Expansion Memorial: A Study of Korean Visitors

Abstract

The Jefferson National Expansion Memorial (Gateway Arch) is a National Park Service (NPS) monument in St. Louis, Missouri, that serves as a symbol of westward expansion and frontier life in America during the 19th century. Most of the nearly 2.5 million annual visitors are interested in learning about its history and significance. Although the Gateway Arch is an international tourism destination, few attempts have addressed the language requirements of foreign visitors. This study evaluated thematic-based interpretation at the Gateway Arch using a sample of Korean visitors. A total of 148 subjects were recruited from the Asian Affairs Center (AAC) at the University of Missouri (MU) and assigned to one of three conditions: control group (n=42), watching a DVD prior to the visit (n=62), or participating in an on-site, ranger-led tour (n=44). Individuals were asked to evaluate five interpretive themes developed by NPS staff (by condition) using a questionnaire that was translated into Korean and checked for accuracy. Results indicated that theme perception was relatively poor in the control group, but improved significantly ( p < 0.05) after watching a DVD and attending a NPS ranger-led tour. Managerial implications of this study focused on improving visitor experiences for international audiences, especially Koreans.