Basics of tourism marketing


Interpretation and On-site Behavior


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Lecture 8 - On-Site Experiences

Interpretation and On-site Behavior

  • Interpretation is defined in subtly different ways but at core it is the process of explaining to people the significance of the place or culture they are visiting, with the dual goals of promoting appreciation and assisting conservation
  • Interpretation is also referred to as both public environmental education and visitor communication

Interpretation and On-site Behavior

  • Intrinsic impact
    • The intrinsic impact of places and settings refers to their unadorned power to capture visitor attention and evoke strong emotional responses.
    • The particularly distinctive human response to these grand landscapes and vistas (oceans and mountains) lies not so much in their beauty and composition but in the recognition of power greater than that of humans. Such sublime settings are capable of placing personal achievement in a larger context and impress on the viewer his or her individual human frailty.

Interpretation and On-site Behavior

  • Information organisation
    • At times visitors need basic orientation information (material that connects to their on-site presence), in order to behave in appropriate ways and to make sense of their immediate view of the world.
    • The providers of site information in interpretive contexts can be viewed as sometimes displaying the wrong screen written in the wrong language. The challenge of organising appropriate visitor information and interpretive services is considerable.

Activity

  • Let’s write some information for destination - Tashkent City

Interpretation and On-site Behavior

  • The challenge of selectivity
    • It will be apparent that one of the challenges of on-site interpretation is that of selecting what to interpret.
    • Selectivity can also be thought of as central to the influence of interpretation on the visitor. In an important sense interpretation (like other forms of art) can educate visitors in how to imaginatively construct and look at the world
    • For example, this essentially educational component of interpretation can be seen to build skills in looking at artworks when it directs readers to look for details of style and recurring symbolism that might otherwise go unnoticed.

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