Exit Interviews Observation Methods Focus Group Discussions

1 A Practical Guide to Evaluating Natural and Cultural Heritage InterpretationExit InterviewsObservation MethodsFocus Group DiscussionsGillian SavageJane James2001 2 Practical Guide to Evaluating Natural and Cultural Heritage InterpretationGillian B Savage, BAGillian is a Director of the Centre for Visitor Studies which specialises in conducting audience research and evaluation for natural and cultural heritage places. Her tertiary training encompasses education, literature and the social sciences, and she has worked extensively conducting evaluation research in places such as museums, galleries, botanic gardens, zoos, cultural attractions and national parks. With a depth of hands on experience, Gillian is active in exploring the theoretical background of research Methods and in enhancing industry practice.

2 In particular, she runs the website of the Evaluation and Visitor Research Special Interest Group (EVR SIG) of Museums Australia. This valuable resource for Australian practitioners can be found Gillian Savage and Jane James, Jane A James, BSc (Hons), PhDJane is a Senior Lecturer at Flinders University in South Australia and Coordinator of the Cultural Tourism degree programs. She has worked in tourism education for the past 11 years and has expertise in conducting training and interpretation programs for Government agencies, tourism operators and special interest has extensive consulting experience in user demand surveys and analysis at Festivals and Events, and in Regional Tourism and at Heritage Sites in South Australia.

3 She has conducted visitor satisfaction surveys in partnership with the South Australian Tourism Commission and Australian Major Events at a number of festivals, including Tasting Australia and Opera In the also has experience in interpretive planning, design and has worked as an international consultant, educator and researcher in the UK, China, Europe and AuthorsLocked Bag 2116 North Sydney GPO Box 2100 Adelaide NSW 2059SA 5001 Practical Guide to Evaluating Natural and Cultural Heritage Interpretation 3 Foreword4 Introduction51. Interpretation62. Evaluation73. Exit Survey114. Focus Group Discussions175. Observation23 AppendixContents 4 Practical Guide to Evaluating Natural and Cultural Heritage InterpretationACTIONThis Practical Guide presents a skills-based program.

4 In a skills program, what you learn depends on what you shows that unless you use a new idea within 24 hours, you will probably forget what you have learned. So make a phone call, write a note, tie a string on your finger do something that will turn what you have learnt into skills are acquired and old ones improved by practice. So, run through it a few times, repeat it in different situations, try it out alone or with friends or colleagues. SET GOALSTo get the most out of the exercises here, be clear on what you intend to gain. Ask yourself:What do I hope to change as a result of studying this Guide?You are much more likely to follow through if you set goals ADAPTR elate what you learn here to your own situation and needs.

5 Keep your current problems and issues foremost in your mind and be thinking of ways that you can adapt the examples in this Guide. Ask yourself:How can I apply this to [.. situation ..]?Make these skills into a part of your armoury, don t let them remain abstract you are using this Guide in a Workshop situation, plan to introduce yourself to other participants and discover ways that you can help each other. Exchange contact details so you can follow-up . Amend . Ponder . Consider . ConsultForeword ACTSTRAIGHTAWAYEchoRecountReviewDO ITSEVERALTIMESR epeatRehearseReplayPractical Guide to Evaluating Natural and Cultural Heritage Interpretation 5 This Guide is structured around action tasks.

6 It aims to give practical advice on how to carry out Audience Evaluation using three Methods : Exit Interviews Focus Group Discussions Observation MethodsUsers will learn some foundation concepts in the field of evaluation as applied to the interpretation of natural and cultural heritage. The material and examples in the book assume that users have experience of natural and cultural heritage interpretation, but assume no prior knowledge about evaluation Methods . The three research modules can be explored in any order. However, those who are interested in interviewing techniques will find material in both the Exit interview section and the Focus Group include examples from both indoor and outdoor settings and also cover guided tours as well as static displays.

7 However, the settings we have chosen are only examples and we encourage users to apply these research Methods to their own situations according to their information needs. For example, guided tours could also be evaluated by short exit Interviews or by an Observation study as well as Focus module presents background information about the research technique and then walks through a typical project, step by step. We emphasise practical usefulness over theoretical discussion . Field researchmethods that arepractical, hands onand do-ableIntroduction 6 Practical Guide to Evaluating Natural and Cultural Heritage InterpretationPeople who work in the area of interpretation, subscribe to a number of formal definitions about what they do professionally, but they have one thing in common.

8 They want to share the things that are special about their place a museum, a park, a scenic view, an object, a gallery, a town with others. Moreover they want to share it in such a way that passes on some of their passion to the visitor. They want the visitor to experience the same goose bumps, the same thrill, the same enthusiasm that they feel, at least in part, for their special place. To do this they rely on interpretation an involvement in the story of the in 1957 was the first person to formally define interpretation as:An educational activity which aims to reveal meanings and relationships through the use of original objects, by first hand experience, and by illustrative media, rather than simply to communicate factual also defined six principles of interpretation.

9 Make the interpretation relevant to the visitor the core of interpretation is revelation based on information interpretation is an art (Ham (1992) refers to it as a craft) interpretation is more like provocation than instruction interpretation presents a whole rather than a part recognise the needs of different groups of people, specifically the childrenFeaturesMuch interpretative teaching and methodology has flowed under the bridge since Tilden s initial forays into interpretation, but the basics of the definition remain essentially unchanged. The principles are sometimes simplified, as with Sam Ham (1992) who proposes that interpretation should: be pleasurable or fun be relevant be organised have a themePurposeThe purpose of interpretation remains the desire to share something special about a place, object or location with someone who visits , assuming that both professional and would-be professional interpreters are plying their craft (Ham), or practising their art (Tilden), how do you know if you have been successful in getting across your message, your passion, your information?

10 The answer lies in visitor1. InterpretationPractical Guide to Evaluating Natural and Cultural Heritage Interpretation 7 This book aims to outline the basics of evaluation. It will demonstrate the value of evaluation, when to do it, why to do it, how to do it and perhaps most importantly of all, what to do with the results of the evaluation. The what to do with it is perhaps the most empowering skill of all it could range from self congratulations for getting it right to a need for an overhaul (major or minor).Evaluation will provide valuable tools for planning for further interpretation, for resources, for personnel management, and for funding or sponsorship all, evaluation will provide irrefutable evidence of whether your interpretation is working, or whether what you are planning will it is then that s brilliant!