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 © 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”. 2 © 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,