Introduction
This paper investigates whether the “paradox of choice” is applicable to town walking. We conducted an experiment by developing three types of experimental smartphone applications (apps) with different forms of intervention for town walking. We compared the results obtained to identify the types of walking behaviors that would increase the participants’ levels of satisfaction, expand consumption in an area, and make people interested in revisiting a town.
Material and Methods
The apps developed for this study involved three types of intervention, as follows: 1) Type A intervention, in which the app shows multiple designated destinations and does not finish running until all of these have been visited; 2) Type B intervention, in which the app designates a single destination and finishes running after this has been visited, after which the participant is free to walk wherever they wish for a set period of time; and 3) Type C intervention, in which the app finishes running after the person walks wherever they wish for a set period of time. In the experimental design, we ensured that none of the participants knew which form of intervention they were using. In all cases, the apps were set so that the experiment would last at least 30 minutes.
Results
Comparison among the apps with the three types of intervention the following significant effects. First, the Type B intervention generated more new discoveries during town walking the than Type C intervention (p = . 007). That is, the app that allowed people to walk freely after visiting a single designated point was more likely to result in discoveries than the app that allowed people to walk entirely freely. Second, the results suggested that the Type A intervention was more likely to make people want to visit the town again than Type B (p = . 043). That is, that app that allowed people to walk freely after visiting a single point was more likely to make them want to revisit the town than the app in which they visited multiple designated points.
Discussion
The results suggest that a “paradox of choice” may exist that is unique to town walking. Specifically, the likelihood of generating the desire to return to a town was lower with the Type A intervention (where multiple destinations are specified) and, furthermore, the likelihood of people making discoveries may be reduced as a result of unconstrained walking, as was the case for the Type C intervention. Based on these results, it is proposed that the most effective method of app assistance for visitors to towns is the Type B intervention in which a minimum number of destinations are visited, after which people are encouraged to walk freely for a set period of time.
