A field-based UX research study examining the end-to-end visitor journey — from the Treasury to the shuttle bus stop — and what it tells us about service design in heritage tourism.
Petra draws visitors from across the globe to witness its rose-red sandstone canyons and ancient Nabataean architecture. But the visitor journey doesn't end at the Treasury. This study used in-field surveys to understand how that journey concludes — and where the service environment is letting visitors down.
Four findings emerged from the survey data, each pointing to a different dimension of the visitor experience — and a different type of service design intervention.
262 mentions recorded across 246 respondents, adjusted for split responses. Word of mouth edges out signage as the leading channel — revealing an informal, uncontrolled information ecosystem.
The 2.34-point gap between walkers and donkey riders is the most actionable data point in the study. It shows the route is the problem — not the service.
82% of respondents · 202 visitors
41% rated the journey 5 or below
18% of respondents · 44 visitors
68% rated the journey 8 or above
Scroll to read direct quotes from the field — reproduced verbatim from survey responses.
Too far, no signs, and the locals tell you it's even further.
We waited 25 minutes at the wrong stop — there was nothing telling us where the actual bus stop was.
The donkey guys told us there was no bus and tried to charge us. The walk was fine once we found it.
Not logical — the bus stop doesn't go all the way to the basin. Needs to be closer or better marked.
My husband is in a wheelchair. The rough road was very difficult and there was no support.
Petra by night is expensive and the shuttle bus is expensive. Sellers are pushy.
The government pushing out locals is unappealing. The animal welfare is bad.
Minupulation from locals — donkeys need better signage for ETA to bus stop so that they don't feel pressured into getting a donkey.
Prioritised by impact and feasibility. The most critical improvements require no changes to the archaeological site itself — only to the service environment surrounding it.
This mini-game recreates the exact pain points our 246 respondents described — dodging misleading donkey sellers, finding signs that actually make sense, and making it to the bus before it leaves. Use arrow keys or WASD to move.
End-to-end ownership of the research process — from instrument design through to analysis and recommendations.
Entrusted by Chief Commissioner Dr. Fares Braizat and Commissioner Yazan Mahadin of the Petra Development and Tourism Region Authority (PDTRA) to design, build, and lead this end-to-end visitor experience research initiative at one of the world's most visited UNESCO World Heritage Sites.