Upload
others
View
7
Download
0
Embed Size (px)
Citation preview
© KON-TIKI – Interpretive consultation, training and evaluation; 2014
Heritage Interpretation
(Informal Education)
Interpretive Planning, Guided Tours, Text Design
Reader
KON-TIKI Interpretive consultation, training and evaluation Boehmsholzer Weg 22a D-21394 Suedergellersen/Heiligenthal Tel.: +49 4135 317 9948 Fax: +49 4135 317 9000 In cooperation with
Association of Cultural Heritage Managers (ACHEM) H-1143 Budapest Ilka u. 46. I/3. [email protected]; www.heritagemanager.hu
Sponsored by
Deutsche Bundesstiftung Umwelt (DBU) An der Bornau 2 D-49090 Osnabrück [email protected]; www.dbu.de
© KON-TIKI – Interpretive consultation, training and evaluation; 2014
TABLE OF CONTENTS
Workshop Material: HERITAGE INTERPRETATION ............................................................................... 4
1. Checklist: Experience driven interpretation .................................................................................. 2
2. Checklist: Contact points and visitor expectations ....................................................................... 3
3. Tool: How to develop a message ................................................................................................. 4
4. Checklist: How to formulate a message ....................................................................................... 5
4.1. Formulation rules ...................................................................................................................... 5
4.2. Example for slogans versus message ...................................................................................... 5
4.3. Example for a message hierarchy ............................................................................................ 5
5. Application possibilities of messages ........................................................................................... 6
6. Template: Head-Heart-Hands-Matrix ........................................................................................... 7
7. Memorable organizers and mnemonics ....................................................................................... 8
8. Exercise: Application of all discussed topics ................................................................................ 9
9. Text Design: Guidelines ............................................................................................................. 10
10. Exercises: Text Design .............................................................................................................. 11
10.1. Simple sentences, short constituents ..................................................................................... 11
10.2. Active verbs ............................................................................................................................ 11
10.3. Popular formulations ............................................................................................................... 11
10.4. Little nominalization ................................................................................................................ 11
10.5. Additional stimulation .............................................................................................................. 11
10.6. Wrap up .................................................................................................................................. 11
11. Exercise: Guided Tour ............................................................................................................... 12
12. Literature .................................................................................................................................... 13
12.1. Informal education / interpretation .......................................................................................... 13
12.2. Text Design ............................................................................................................................ 14
12.3. Guided Tours .......................................................................................................................... 14
© KON-TIKI – Interpretive consultation, training and evaluation; 2014
TABLE OF CONTENTS cont.
Workshop Material: EVALUATION ......................................................................................................... 15
1. Hints for the questionnaire design .............................................................................................. 16
1.1. Wording considerations .......................................................................................................... 16
2. Template: Instruction sheet for interviewers ............................................................................... 17
2.1. Target group ........................................................................................................................... 17
2.2. Sampling ................................................................................................................................. 17
2.3. Implementation ....................................................................................................................... 17
2.4. Procedure of an interview ....................................................................................................... 17
2.5. Refusal and termination .......................................................................................................... 18
2.6. Pretest: ................................................................................................................................... 18
2.7. Required material ................................................................................................................... 18
3. Template: Analysis of Strength and Weaknesses ...................................................................... 19
4. Visualization of strengths and weaknesses ................................................................................ 20
5. Template: Visitor observation form ............................................................................................. 22
6. Example: Peer review form (certified guide) ............................................................................... 23
7. Literature .................................................................................................................................... 24
7.1. English literature ..................................................................................................................... 24
7.2. Webpages .............................................................................................................................. 24
7.3. Basic German literature .......................................................................................................... 24
7.4. Further German literature ....................................................................................................... 24
Appendix: WORKSHOP SLIDES ........................................................................................................... 26
Workshop Slides: INTERPRETIVE PLANNING ........................................................................................ I
Workshop Slides: TEXT DESIGN ............................................................................................................ II
Workshop Slides: GUIDED TOURS ........................................................................................................ III
Workshop Slides: VISITOR RESEARCH ................................................................................................ IV
© KON-TIKI – Interpretive consultation, training and evaluation; 2014
Workshop Material: HERITAGE INTERPRETATION
Heritage Interpretation / Informal Education
Interpretive Planning, Guided Tours, Text Design
2 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
1. Checklist: Experience driven interpretation
For an holistic approach, the whole visitor experience (which starts way before the arrival and ends after the
departure) has to be considered. You can use this overview as a checklist in order to see if all areas were
considered. Further information and examples can be found in the workshop slides “Interpretive Planning”.
3 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
2. Checklist: Contact points and visitor expectations
Slip into the role of the visitors and try to see the site from their point of view. Are all customer expectations
being fulfilled? Add site specific expectations to this checklist (e.g. in parks and zoos: visitors might want to
know if they are allowed to bring along their dogs. This information could influence their choice of the site).
Contact point Customer expectation
Choice of the site Publicity: media presence (e.g. TV, radio, magazines, newspapers, internet, yellow pages directory)
Supplemental offers
Opening hours
Accessible for wheelchair users and buggy
Prices: entrance fees, free supplemental offers, prices for food and beverages
Accessibility Traffic connection: good signage, good connection to the public transport network
Parking facilities: in sufficient numbers, good signage to the parking lot and to the site, bicycle parking lot
Appearance Neat appearance of area, facilities and surrounding
Attractive entrance area
Welcome, entrance area No waiting queue at the cash desk
Friendly and atmospherically nice welcome
Sanitary facilities Easily locatable
Easily accessible
Baby’s changing pad available
In sufficient numbers
Orientation Clear signage (sanitary facilities, restaurant, areas, paths, …)
Information boards (multilingual)
Seating and waiting areas In sufficient numbers
Entertainment Playgrounds, playing opportunities, interaction, …
Supplemental offers Special offers for families & children / birthdays
Guided tours
Performances, demonstrations, …
Special events
Merchandising Souvenir shop
Information Info desk & brochures (of exhibition, events, …)
4 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
3. Tool: How to develop a message
The message is the one thing the visitors should remember after they’ve returned home. With this tool, you will
find it easier to formulate a good message.1
a. Select the general topic by completing the following sentence:
“Generally, my presentation (talk, exhibit, etc.) is about ________________________________.“
(comparable with the subject area of a library - e.g. Zoo Budapest)
b. Now, try to be more specific:
“Specifically, I want to tell my audience about ________________________________________.“
(e.g. conservation efforts of the Zoo)
c. At last, you express your message with the following sentence:
“After hearing my presentation (or reading my exhibit, visiting the zoo by themselves, etc.), I want
my audience to understand that __________________________________________________.“
(e.g. the Budapest Zoo is „a professional conservation workhouse for survival of endangered
creatures“.)
1 Derived from Ham (1992, p. 37)
5 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
4. Checklist: How to formulate a message
The message should be officially written down, cross-checked with the criteria below and openly
communicated to staff and visitors.
4.1. Formulation rules
Short, simple and complete sentences
10 words or less (excluding the name)
Interesting and motivating (Why should the visitor want to know this?)
Specific (actions and emotions possible)
Unique and oriented on the mission statement
Only 1 idea
Max of 5 sub-messages
Usage of metaphors and dramatizing verbs where possible
4.2. Example for slogans versus message
Touristic slogan: Pantelleria – heart of the Mediterranean Sea
Interpretive message: Pantelleria - Where Continents and Cultures collide.2
4.3. Example for a message hierarchy
Topic: Grass
o Main message: Grass - the most important plant in the world
o Sub messages:
a) Grass - food for many animals
b) Grass as a flat (e.g. nests)
c) Grass - food for humans (e.g. cereals, rice, corn)
OR The food of us humans depends as well on grass (e.g. beef)
Topic: Geysers3
o Main message: Geyser function is dependent on three variables
o Sub messages:
a) A geyser needs lots of heat.
b) A geyser requires water.
c) A geyser must have a constricted plumbing system.
2 Van Matre (2009, p. 115)
3 Lewis: Interpreting for park visitors, p. 40
6 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
5. Application possibilities of messages
In order to be memorable, the message should be clearly communicated. The table below presents a variety
of possibilities:
Presentation type Example Applications4
Talks, scripts etc.
To be mentioned in the introduction:
What is the message
What are the main points
In which order are the main points presented
Guided walks, hikes,
tours, excursions, etc.
To be mentioned in the introduction:
What is the message
What are the main points
Where are the main points presented
Brochures, publications Title or subtitle: What is the message
Headings within the text: Main points
Subheads and paragraphs: Subordinate information
Exhibits Title or subtitle: What is the message
Headings within the text: Main points
Illustrations, photographs, 3D objects: Support main points
Subheads, paragraphs, illustrations: Subordinate information
Signs Title or subtitle: What is the message
Headings within the text: Main points (signs usually contain only one or two main ideas)
Self-guided trails Brochure: Opening paragraph
Message of the trail
Brief introduction of the most interesting stops Signs: Introductory sign at the trailhead
What is the message
Brief introduction of the most interesting stops
4 Ham (1992, p. 24)
7 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
6. Template: Head-Heart-Hands-Matrix
Experience
Level
Head Heart Hands Hunger
1.
2.
3.
…
8 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
7. Memorable organizers and mnemonics
In order to be memorable, plain information needs to be condensed to the essence, processed and
organized. You could for example add funny or provocative elements, use one or several of the
mnemonics below, or create a so called “organizer”. This is the unified whole, which helps the visitor to
keep track and orientate. Using the example of the Wadden Sea, the organizer is a hand (“This place is
as simple as your hand”). Each finger represents one of the five main characteristics of the Wadden
Sea. A ring on the respective finger orientates visitors during the self-guided tour through the exhibition.5
Type Example
Lists
1., 2., 3., ...
a, b, c, ...
Take home messages My very educated mother just served us nine pizzas
Acronyms S.M.A.R.T. goals: specific, measurable, achievable, realistic, timely
Nursery Rhyme/Poem An apple a day keeps the doctor away
Logos and symbols
Music “People don’t walk out of attractions whistling the architecture.”6
Formulas 3x3 of the biosphere reserve Bliesgau (3xunique, 3xlandscapes, 3xtasks)
Stories e. g. songlines of the Aborigines
Diagrams and maps (Literature: “Information is beautiful”)
5 Van Matre (2009, p. 207)
6 Disney Imagineer John Hench
9 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
8. Exercise: Application of all discussed topics
a) Apply all the discussed planning stages.
b) Possible questions in order to describe the experience of the visitor:
Is the message clear?
Is there an organizing element?
Is there a coherent image?
How good is the orientation to and around the offering?
Does the place invite visitors to stay (attractive, nice spots to sit and rest, offers etc.)
Does the offering invite to have a look around (the view in general, details, hideaways,
location, features and characteristics, possibility to observe e.g. animals, behaviors, …)
Does the offering invite for action (e.g. interactive offers, possibilities to buy or something
How is the emotional impression supported? (e.g. architecture, design)
Are there surprising elements in it?
Does the offering fit to the site?
c) If you have time left: Summarize your content in a head-heart-hand-hunger matrix and note how
it could be methodologically implemented
10 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
9. Text Design: Guidelines
„Don‘t worry about what you are writing; worry about what they are reading.“7
1) Comprehensibility
a) Structure and order
b) Linguistic simplicity
Simple and short sentences
Active verbs
Specific and picturesque
Common words
Keep nominalization to a minimum
c) Brevity and conciseness
Easily understandable
Max 10 - 12 words in a sentence
d) Contentual relevance (significant and personal)
2) Readability
a) Consideration of font size and distance
b) Avoid capitalization
c) Reader-friendly layout
3) Reading motivation
-> support
4) Quality
management
-> final editing
7 James Heintzman in: Making the right connections, p.38
11 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
10. Exercises: Text Design
10.1. Simple sentences, short constituents
“The scope of this paper has been purposely limited to woody species common to the bear/oak type as
it seemed desirable to lay particular emphasis upon the winter season when woody species were not
only heavily utilized in general as browse, but were even the sole food of deer following heavy snows.”
10.2. Active verbs
“The monasteries ‘ power was broken in 1564 by Henry III.“8
10.3. Popular formulations
„The vegetation showed a great diversity of species. A variety of nutritious species of grass and sedges
as well as numerous herbs such as crowfoot (ranunculus), mugwort (artemesia) and cinquefoil
(potentilla) afforded nourishment for the mighty herbivores.
10.4. Little nominalization
The municipal leader issued a statement on the process of the count of votes.
10.5. Additional stimulation
„If sand bars and beaches rise above the surface of high tide they dry off during low tide, and the wind
begins to fly the unfixed sand. If the bulk of sand is as mighty as it appears above the surface of high
tide, in order that they are flooded permanently, so there arise primary-dunes.“
10.6. Wrap up
Falcons have an enormous acuity of vision, they can see about 2- to 6-times better than mammals.
Indeed Falcon-eyes act like field glasses. A falcon could virtually read the newspaper at a great
distance! Even fast motions can be observed sharply and without a blur. While our eyes notice 30
pictures per second, the eyes of a falcon achieve up to 150 individual pictures. He needs this ability to
chase his prey, e.g. a running mouse, further down on the ground, to localize it and catch it. With more
than 300 km/h, falcons are as fast as an arrow!
8 A way with words, p. 21
12 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
11. Exercise: Guided Tour
We will take part in a guided tour and analyze it, based on the planning approach of interpretation as
introduced in this workshop.
Possible questions in order to describe the experience of the visitor:
a. Are the guests well oriented? (content, time and location)
b. What is your message?
c. Does the guided tour invite to participate or to interact?
d. Which emotional impression is supported and wh y?
e. Are there surprising elements?
f. ……..
13 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
12. Literature
12.1. Informal education / interpretation
i) English
Brochu, L. (2003). Interpretive Planning - The 5-M Model for Successful Planning Projects. Fort Collins: The
National Association for Interpretation.
Coxall H. (1993). Writing between the lines in: A way with words. CEI Bulletin 8(2). Manchester: Centre for
Environmental Interpretation.
Gross, M., Regnier, K., Zimmerman, R. (1994). The Interpreter's Guidebook - Techniques for Programs and
Presentations. Stevens Point: UW-SP Foundation Press.
Ham, S. H. (1992). Environmental Interpretation - A Practical Guide for People with Big Ideas and Small
Budgets. Golden, Colorado: North American Press.
Knapp, D. (2007). Applied interpretation – Putting Research into Practice. National Association for
Interpretation (NAI).
Korting, A. (2013a). Park Maps in the Age of Smartphones & Co Part 1. In: EuroAmusement Professional,
5/2013, 88-93. www.eap-magazin.de/21-Magazine/60-Archive.html?jahr=2013.
Korting, A. (2013b). Park Maps in the Age of Smartphones & Co Part 2. In: EuroAmusement Professional,
6/2013, 78-82. www.eap-magazin.de/21-Magazine/60-Archive.html?jahr=2013.
Lewis, W.J. (1981). Interpreting for Park Visitors. Philadelphia: Eastern Acorn Press.
Minnesota Department of Natural Resources (Hg.) (2007). Trail Planning, Design, And Development
Guidelines. Trails & Waterways Division.
Tilden, F. (1977). Interpreting Our Heritage. Chapel Hill: The University of North Carolina Press.
Van Matre, S. (2009). Interpretive Design - And the Dance of Experience. Greenville: The Institute for Earth
Education.
Veverka, J. (2011). Interpretive Master Planning Vol. 1+2. Museums Etc..
Weaver, S. (2007). Creating Great Visitor Experiences – A Guide for Museums, Parks, Zoos, Gardens. Left
Coast Press, Inc..
Wells, M., Butler, B., & Koke, J. (2013). Interpretive Planning For Museums – Integrating Visitor Perspectives
in Decision Making. Left Coast Press, Inc..
ii) German
Braun, M. L., Peters, U., & Pyhel, T. (Hg.) (2003). Faszination Ausstellung - Praxisbuch für Umweltthemen.
Deutsche Bundesstiftung Umwelt. Edition Leipzig.
Ebers, S., Laux, L., & Kochanek, H. M. (1998). Vom Lehrpfad zum Erlebnispfad - Handbuch für
Naturerlebnispfade. Wetzlar: NZH Verlag.
Mikunda, C. (1996). Der Verbotene Ort oder Die Inszenierte Verführung - Unwiderstehliches Marketing
durch strategische Dramaturgie. Düsseldorf: ECON Verlag GmbH.
Pretzell, D. (2004). Öffentlichkeitsarbeit im Naturschutz. Culterra 38. Freiburg: Institut für Landespflege.
Wohlers, L. (2001). Informelle Umweltbildung am Beispiel der deutschen Nationalparke. Aachen: Shaker
Verlag.
Wohlers, L. (Hg.) (2006). Management in der informellen Umweltbildung. Edition Erlebnispädagogik
Lüneburg.
Wohlers, L. (Hg.) (2003). Methoden informeller Umweltbildung. Peter Lang Verlag.
14 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
12.2. Text Design
i) English
Brochu, L., Caputo, P., & Lewis, S. (2008). Interpretation by Design - Graphic Design Basics for Heritage
Interpreters. Fort Collins: The National Association for Interpretation.
Gross, M., Trapp, S. & Zimmerman, R. (1994). Signs, Trails, and Wayside Exhibits - Connecting People and
Places. Stevens Point: UW-SP Foundation Press.
Ham, S. H. (1992). Environmental Interpretation - A Practical Guide for People with Big Ideas and Small
Budgets. Golden, Colorado: North American Press.
Heintzman, J. (1988). Making the Right Connections - A Guide for Nature Writers. Stevens Point: UW-SP
Foundation Press.
Serrel, B. (1996). Exhibit Labels - An Interpretive Approach. Lanham: AltaMira Press.
ii) German
Dawid, E., Schlesinger, R. (Hg.) (2002). Texte in Museen und Ausstellungen - Ein Praxisleitfaden. Bielefeld:
transcript Verlag.
Lang, C., & Stark, W. (2000). Schritt für Schritt NaturErleben – Ein Wegweiser zur Einrichtung moderner
Lehrpfade und Erlebniswege. Umweltdachverband ÖGNU (Hrsg). Wien: Forum Umweltbildung.
Studienkreis für Tourismus; transfer e.V. (Hg.) (1994). Die Praxis der Animation.
Wohlers, Lars (Hg.) (2003). Methoden informeller Umweltbildung. Peter Lang Verlag, Kapitel: Texte.
12.3. Guided Tours
i) English
Brochu, L., & Merriman, T. (2002). Personal Interpretation - Connecting your Audience to Heritage
Resources. Fort Collins: The National Association for Interpretation.
Ham, S. H. (1992). Environmental Interpretation - A Practical Guide for People with Big Ideas and Small
Budgets. Golden Colorado: North American Press.
Lundin, S. C. et al (2002). Fish! A Remarkable Way to Boost Morale and Improve Results.
Scherbaum, P. A. (2006). Handles - A Compendium of Interpretive Techniques To Help Visitors Grasp
Resources. Fort Washington: Eastern National.
Strauss, S. (1996). The Passionate Fact - Storytelling in Natural History and Cultural Interpretation. North
Golden, Colorado: American Press.
ii) German
Christensen, J., Lundin, S. C., & Paul, H. (2005). Fish - Ein ungewöhnliches Motivationsbuch. Frankfurt:
Redline Wirtschaft.
Schmeer-Sturm, M. L., & Springer, W. (1996). Gästeführung. Olderbourg Verlag GmbH.
Weier, M. (2003). Gäste professionell führen - Ein Leitfaden für die Tourismuspraxis. Meßkirch: Gmeiner
Verlag.
Wohlers, L. (Hg.) (2003). Methoden informeller Umweltbildung. Peter Lang Verlag. Kapitel: Gästeführungen.
© KON-TIKI – Interpretive consultation, training and evaluation; 2014
Workshop Material: EVALUATION
Visitor Research
Heritage Interpretation / Informal Education
16 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
1. Hints for the questionnaire design
Measurement errors are the natural enemy of each evaluation. The formulation of good questions for
oral and written surveys are therefore of utmost importance. Consider the following: 9
What are you looking for? Which information do you need?
How specific should the questions be?
Are respondents able to answer the questions? (What percentage of your income do you spend on …)
Are respondents willing to provide truthful information? (e.g. questions about attitudes and beliefs could result in socially expected answers)
Does the order of questions have an influence on the responses?
How much knowledge
1.1. Wording considerations
KISS (keep it short and simple)
Be specific (no vaguely worded questions which allow interpretation)
Don’t use emotional and biased words (e.g. radical, everyone)
Don’t use words or phrases which might be offensive
Don’t use double barreled questions (Are you interested in … but not in … ?)
Avoid abbreviations, technical terms foreign words, … which might not be understood
Avoid personal questions or use response categories -> respondents might not be willing or not be able to answer (net income, % of net income spent for …)
Formulate “neutral” questions, which do not form biases (Do you agree that …?)
Formulate complete sentences (no space for misinterpretation)
Use only mutually exclusive answers (e.g. from friends during travels -> from whom did you hear, where were you?)
Balance response choices (e.g. 2 negative, 1 neutral, 2 positive)
Check for inaccurate statements
Double check and test your questionnaire!
9 Source: “How to conduct your own survey” (1994), by Priscilla Salant and Don A. Dillman, p. 77ff.
17 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
2. Template: Instruction sheet for interviewers
2.1. Target group
Visitors of _____________________________________ (name of the exhibition/institution).
Participants should be over 14 years of age (assumed).
2.2. Sampling
The sampling plan is of utmost importance for the usability and quality of the results!
Ideal case: every visitor over 14 years of age is approached
If not possible (e.g. too many visitors), note the reason and decide on a pattern (as many as possible should be approached)
Possible patterns: e.g. every 2nd, every 3rd, every 5th, … person over 14 years of age who crosses an imaginary line must be surveyed
Once you have decided on a pattern you have to stick to it!
The randomness of the sample is of utmost importance!
The rhythm of the pattern is interrupted once the survey of a person starts and is continued after its completion
Ignore personal preferences (stick to the pattern even if it means to approach e.g. an unlikeable person)
2.3. Implementation
Find a good location and interview the guests which pass by (according to your predetermined pattern / sampling plan)
In the case of bad weather conditions, find a protected place for the interview (in order to keep the refusal rate to a minimum)
Please consider the great influence of word choice, kindness and nonverbal elements (e.g. eye contact, to smile) on the willingness to participate in the survey
It is in your judgment to repeat or rephrase the question if something is unclear, give answers upon request, use stimulating phrases (“um”, “oh yes”, “I understand”), determine the length of the pause of thought before something is to be said etc.
It is in your judgment to decide on the given answer if the reply was not clear, or ask for clarification
2.4. Procedure of an interview
Short personal introduction (smile, friendly tone, …) e.g. “Hello/Good afternoon! I beg your pardon. I am here in the name of ________________ to conduct a visitor survey. We want to collect suggestions in order to improve the educational and public relations activities. It takes only 1 - 2 minutes of your time. Would you answer some short questions?”
Read the questions to the interviewee
Fill in the answers into the questionnaire sheet (it is okay if the interviewee wants to see the questions / the noted answers)
After completing all questions, thank the interviewee for his/her participation
18 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
For remarks to the topic which are not directly connected to the questions, use the comment section
Put down some additional internal comments after the interviewee has left (e.g. was the visitor eager to help, did he / she participate willingly or rather impatient, did some questions create feelings like anger / outrage / pleasant anticipation / …)
Proceed to approach the next potential interviewee (according to your predetermined pattern)
2.5. Refusal and termination
Protocol the number of people which refused to participate or left during the interview (distinguish
between gender and estimated age) and state the reason in note form
2.6. Pretest:
For the purpose of a pretest, preferably 20 visitors should be interviewed to identify problems with the
structure or wording of the questionnaire.
2.7. Required material
Proper clothes (weather dependent), 3 operational ballpoint pens, 1 clipboard , name plate
19 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
3. Template: Analysis of Strength and Weaknesses
Importance: This is for me …
Satisfaction: I am …
Tick the most appropriate answer possibility
─ ─
─ 0 +
+ +
very unimportant
unimportant
neutral
important
very important
─ ─
─ 0 +
+ + very unsatisfied
satisfied
neutral
satisfied
very satisfied
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Satisfaction in general …
very unsatisfied
unsatisfied
neutral
satisfied
very satisfied
20 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
4. Visualization of strengths and weaknesses
Importance: Satisfaction:
1 2 3 4 5 1 2 3 4 5
Tick the most appropriate answer possibility
very unimportant
unimportant
neutral
important
very important
very unsatisfied
satisfied
neutral
satisfied
very satisfied
1. Website
3 4 1 3
2. Folder
1 6 2 4
3. Guide
2 5 1 5 1
4. Accessibility
1 3 3 1 2 3 2
5.
Overall satisfaction 1 2 3 4 5
0 1 5 4 1
Importance and satisfaction are weighted with the numbers 1 to 5. Register the count of answers in the
respective cell as shown above, than multiply the result with the respective weighting and calculate the
mean for each variable (e.g. website, folder, guide).
Example overall satisfaction:
0x very satisfied 0 x 1 = 0
1x satisfied 1 x 2 = 2
5x neutral 5 x 3 = 15
4x satisfied 4 x 4 = 16
1x very satisfied 1 x 5 = 15
38/11 answers = 3,5 satisfaction mean
Use the calculated points on the importance (y) and satisfaction (x) axes to mark the overall evaluation
of the variable on the model below.
21 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Y= Importance
X = Satisfaction
Weaknesses, should be eliminated
5 very important Strength, should be protected
4
1 very unsatisfied
2 3 4 5 very satisfied
Improve, if resources are available
2 1 very unimportant
Soften, if resources are not available
Accessibility
Guide
Folder Webpage
3,5
overall satisfaction
22 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
5. Template: Visitor observation form
Number _______________ Day of the week _________________ Date _____________________
User profile:
Gender _________________________ Estimated age ___________________
Alone / with friends / family / school / … ________________________
Overall visiting time (Min) ______________
Object / attraction engaged
≥ 3sec.
not engaged
< 3 sec
ignored
--
Other observations:
___________________________________________________________________
__________________________________________________________________
23 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
6. Example: Peer review form (certified guide)
Name __________________________________________________________________ Date ___________________________________________
Area ___________________________________________________________________ Excursion topic ___________________________________
Missing Notes
Usage of different methods:
participant involvement (e.g. active questions)
activities (head/heart/hand)
inclusion of local phenomena
Links to the everyday life of participants Transfer to the everyday life of participants Description/communication of the topic
verbal
visual
Background knowledge Common message / main idea / goals identifiable Geared to the target group Appearance (competent, confident, authentic, likeable …)
Notes / characteristics:
Time management:
Dealings with lack of knowledge:
Fads / originalities (wiggling, …):
Comments:
Developed by a German nature association
24 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
7. Literature
7.1. English literature
Diamond, J. (2003): Practical evaluation Guide. Berkeley.
Guberman, S. R. (Eds.). (2007-2013). Visitor Studies. Journal of the Visitor Studies Association.
Ham, S. H., & Weiler, B. (2005). Interpretation Evaluation Tool Kit. Methods and Tools for assessing the
Effectiveness of Face-to-Face Interpretive Programs.
Medlin, N. C. & Ham, S. M. (1992). A Handbook for Evaluating Interpretive Services.
Medlin, N. C., & Machlis, G. E. (1991). Focus Groups: A Tool for Evaluating Interpretive Services.
Pollock, W. & Dierking, L. D. (1998). Questioning Assumptions. An Introduction to Front-End Studies in
Museums.
Salant, P., & Dillmann, D. A. (1994). How to conduct your own survey.
Serrell, B. (1998). Paying Attention: Visitors and Museum Exhibitions.
Ward, C. (Eds.). (1996-2012). Journal of interpretation research.
7.2. Webpages
Visitor Studies Association: visitorstudies.org
European Zoo and Aquarium Association:
http://www.eaza.net/activities/education/Pages/Visitor%20Studies.aspx
7.3. Basic German literature
Atteslander, P. (2003). Methoden der empirischen Sozialforschung.
Bortz, & Döring (2006). Forschungsmethoden und Evaluation. Springer Verlag.
bfub (Hg.) (2000). Qualitätsmanagement in der Umweltberatung. Bremen.
Dieckmann, (2006). Empirische Sozialforschung.
Flick, U, (2009). Qualitative Forschung.
Häusler, R.; & Kerns, C. (2006). Unternehmen Umweltbildung-Strategien für erfolgreiches Management
im Non- Profit-Bereich. oekom-Verlag
Kromrey, H. (2009). Empirische Sozialforschung. UTB-Verlag.
Munro, P., Siekierski, E., Weyer, M., & Pyhel, T. (Eds.). (2009). Wegweiser Evaluation. oekom Verlag.
Wottawa, H., & Thierau, H. (2003). Lehrbuch Evaluation. Bern.
7.4. Further German literature
Rost, J. (1993): Möglichkeiten und Grenzen der Evaluation von Umweltzentren. in: Dempsey,
R./Janßen, W./Reuther, C. (1993): HABITAT Band 10. Hankensbüttel: Otterzentrum. 99 - 114.
Scher, Marita (Hg.; 1998): (Umwelt-) Ausstellungen und ihre Wirkung. Schriftenreihe des Staatlichen
Museums für Naturkunde und Vorgeschichte Heft 7.
Sheldrake, Rupert (1996): Sieben Experimente, die die Welt verändern könnten : Anstiftung zur
Revolutionierung des wissenschaftlichen Denkens. 2. Aufl. Bern: Scherz. 171 - 247.
(Objektivitätsillusionen)
Stachnik, Ingeborg (1995): Besucherbefragungen in Bibliotheken. DBI.
25 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Unterbruner, Ulrike: Wider die Angst - Das kann die Pädagogik tun. in: Giebeler, Karl et al (Hg.; 1996):
Aufstand für eine lebenswerte Zukunft. MobilSpiel e.V.: München. 93 - 105.
Wohlers, Lars (Hg.; 2006): Methoden informeller Umweltbildung. Peter Lang Verlag. (Kap. zu
Textoptimierung und Einführungskap. zu Evaluation allg.)
26 © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Appendix: WORKSHOP SLIDES Heritage Interpretation / Informal Education
Interpretive Planning
Text Design
Guided Tours
Visitor Research
I © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Workshop Slides: INTERPRETIVE PLANNING
Heritage Interpretation / Informal Education
II © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Workshop Slides: TEXT DESIGN
Heritage Interpretation / Informal Education
III © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Workshop Slides: GUIDED TOURS
Heritage Interpretation / Informal Education
IV © KON-TIKI – Interpretive consultation, training and evaluation; 2014
Workshop Slides:
VISITOR RESEARCH Heritage Interpretation / Informal Education
Evaluation