This study focused on adult audiences for interpretive programs. The purpose of this study was to explore preferences regarding choices about and control over interpretive programs and the ways of interacting with other people during an interpretive program. To accomplish this purpose, a case study was carried out at Okutama-Kohan Park in Japan in the Summer of 2005 and Fall of 2006. Data was collected through interviews with 30 audience members, observation of 15 interpretive programs or services, and a questionnaire survey of 492 audience members. The results demonstrated that the interpretive audiences were willing to experience a wide variety of topics through diverse program types at various times. It also illustrated that they enjoyed interacting with their group members and an interpreter during an interpretive program.

Furthermore, a pattern existed within different age categories and group compositions regarding these preferences of program topic, type, time, length, and interactions in a guided walk. Gender had an influence on preferences of program topic, type, time, and interactions in a guided walk.

Compliance with these preferences in interpretive programs will increase the audience members’ perceived abilities to make decisions about their experience of interpretive programs. Further research may be needed to understand the characteristics of the audience members who do not currently participate in interpreter-led programs. They also suggest a need to uncover whether or not audience members feel that their preferences are available. Cross-cultural viewpoints may need to be involved in examining the audiences’ preferences of choices and social interactions.

As marketing plays a critical role in enhancing the quality of interpretive programs, more marketing efforts should be placed on empirically derived information.