Adding meaning to the Visitor Experience

Adding Meaning to the Visitor Experience

Interpretation and Ecotourism

Chuck Lennox

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and Meaning

What is interpretation? Interpretation is a communication process that forges emotional and intellectual connections between the interests of the audience and the meanings inherent in the resource.

National Association for Interpretation

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and MeaningWhat is interpretation? Interpretation is:

National Association for Interpretation

• communication process• emotional and intellectual connections• interests of the audience• meanings inherent in the resource

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and MeaningHelping visitors make meaning gives them an opportunity to develop a sense of stewardship

….and encourages loyalty to your business or operation

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and Meaning

Factors supporting the interpretive process include:

Leisure setting Openness to new experiences Power of group learning

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and MeaningWeave, Immerse, Infuse

MarketingEvents Activities

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and MeaningInterpretation must take into account

Basic visitor needs Visitor expectations Learning styles Setting

Maslow’s Hierarchy of Needs

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and MeaningGetting Results – Invest in Employees

Plan for SuccessHiring ProcessStaff Training Work Culture Internal Champion

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and Meaning

Staff Training

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and MeaningEmphasize the Visitor Experience and the Interpretive Moment

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Interpretation and Meaning

Interpretation is a seed not a tree….plant it and watch it grow!

Ecotourism and Sustainable Tourism Conference 2008© 2008 Cascade Interpretive Consulting

Seattle, Washingtonwww.interpconsulting.com

Chuck Lennox