Media Effectiveness in a Malaysian Park System

Abstract

The effectiveness of three media formats (guides, booklets, and signs) were compared for use on a nature trail at Kinabalu Park, Malaysia. Based on a multiple-choice, cognitive test taken by 1,194 visitors, the guide treatment scores were significantly higher than the other media treatments. There was no difference between booklet and sign treatments, and all the media treatments scored higher than the control group (F 3,1190 = 173.76, α = .05). A second experiment compared only booklet and sign media. There was still no difference in effectiveness (Paired t test, t = 0.22, df = 566, p □ .05). The first language and educational backgrounds of visitors influenced media effectiveness. However, age, sex, residence, interest level, prior knowledge, and prior park visitation did not influence the relatively great effectiveness of the guide treatment. Other factors, such as cost, time, and numbers served, may justify use of media formats other than guides.

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