Interpretive signs are the silent ambassadors of geosites and serve a diverse audience. The primary aim of this study is to develop signs for geosites targeted at two unique groups of geotourists. A conceptual multidisciplinary geotourist typology is formulated to identify two main classes of geotourists comprising the audience. Latent and archetypal geotourists inhabit various roles at geotourism sites depending on their expectations for the event, affecting the visitor experience via fluid contextual factors. Principally, latent geotourists arrive seeking novel touristic experiences while archetypal geotourists seek knowledge-building opportunities. Because signs represent one fragment of the multi-dimensional visitor experience, an approach that offers a palette of options is advocated. After the unified typology to identify the audience is presented, a multi-layered technique that offers both interpretation and a link to augmented information on signs is suggested. Some best practices in sign design are described and preliminary plans for testing are shared. The author’s overriding goal is to refine the mechanics and format of signs to garner maximum attracting and holding power, ensuring that the message is read and the target outcome is achieved. By providing tools to visitors to geological sites that enable them to create narratives that are compatible with their expectations, we facilitate a multi-dimensional constructive experience that engages everyone.
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