Republic of the Philippines

NORTHWEST SAMAR STATE UNIVERSITY

Main Campus, Calbayog City

College of Management
BACHELOR OF SCIENCE IN TOURISM MANAGEMENT

“FINAL OUTPUT IN MANAGEMENT”

Interpretation

Submitted by:

ARGIE ARANAS
SHERLYN BALOMA
MYSTICA ISIDRO
MICHELLE JEAN RAMILLA
MARIEL JOYCE SARMIENTO
BSTM-4

Submitted to:

MR. GHILSON B. AMOR

Instructor

MARCH 28, 2019

CHAPTER-10

INTERPRETATION

INTRODUCTION

In the previous chapter, interpretation was mentioned as a tool for

influencing visitors to behave in a certain manner. In this chapter, we are going to
expand on the meaning of interpretation, the various tools used in interpretation
and the process for visitor interpretation.

LESSON OUTCOMES
• At the end of this lesson you are expected to:
• Explain what interpretation is;
• Discuss why interpretation is important;
• Identify the various instruments for interpretation and explain their relative
usefulness;
• Explain the role of tour guides in interpretation and;
• Draw up a simple interpretive plan.

INTERPRETATION
Tilden (1957) in Barrow (2013) defined interpretation as “an educational
activity which aims to reveal meanings and relationships through the use of original
objects by firsthand experience and by illustrative media, rather than simply to
communicate factual information.”
Barrow 2013 defined it as “the art of explaining the meaning and significance of
sites visited by the public.”
Interpretation has also been described as a “process of communication”
(MacFarlane 1994 in Espinoza) However, according to Barrow (2013),
interpretation is different from another forms of communication in the sense that:
The audiences are on a leisure visit so the approach taken must be informal,
entertaining and not hard work for them; a particular site or object is being seen so
that the aim is to help the public enjoy and understand it at firsthand and; the
organization or individual interpreting the site aims to generate a concern for its
conservation, and/or to encourage an understanding of the processes and
activities taking place there.
Interpretation is not a limited to factual information but also includes stories
and significance of the site or feature (Tilden 1957 in Barrow 2013). It reveals the
meaning and the relationships about places, features, and events in a way that
appeal to people and trigger their further interest (Cable and Beck 2011 in Barrow
2013). It is only in the interpretation of the sites to visitors where the
 “heritage” aspect of the site is elucidated, giving the site relevance and importance
supported this by stating that it is in interpretation that sites “come alive.”
Interpretation can be seen as a tourism service and includes media and
visitor experiences such as visitor centers, guided tours, signage, bulletin boards,
exhibitions, publications, trails, museum displays, websites, and guided tours
brochures.

IMPORTANCE OF INTERPRETATION
• Good interpretation is important because visitors need to feel welcome and
“entertained.”
• Better informed visitors enjoy their experience better.
• Good interpretation inspires and motivates visitors.
• Well-educated visitors have inquisitive minds that have to be stimulated.
• Interpretation tends to make visitors dwell longer and spend more.
• Interpretation is also used to encourage support for the conservation and good
management of sites.
• Good interpretation conveys professionalism and quality of tourism personnel.

SIX OBJECTIVES OF INTERPRETATION

• To increase the visitors understanding, awareness, and appreciation of nature, of
heritage, and of site resource.
• To communicate messages relating to nature and culture, including natural and
historical processes, ecological relationships, and human roles in the environment.
• To involve people in nature and history through firsthand (personal) experience
with the natural and cultural environment.
• To affect the behavior and attitudes of the public concerning the wise use of natural
resources, the preservation of cultural and natural heritage and the respect and
concern for the natural and cultural environment.
• To provide an enjoyable and meaningful experience.
• To increase the public understanding and support for an agency’s role, its
management objectives and its policies.

CATEGORIZED THE OBJECTIVES INTO THREE

• Learning Objectives-concerned with what we want visitors to know about a tourist
attraction and its features. A good interpretation plan will identify specific topics
and themes for interpretation.
• Behavioral Objectives-concerned with what we want the public to do as a result
of experiencing the interpretation. These objectives relate to where we want to
people to go, what we want them to see or any specific behavior we want to
encourage.
• Emotional Objectives-concerned with how we want the visitor to feel as a result
of experiencing the interpretation, such as to feel proud of the protection of a site.
Possibly, we would like some visitors to volunteer and become involved more with
a particular park of tourist site.
Interpretive services can help increase site visitation, repeat visits, improved
community support and other benefits to the heritage sites.

INTERPRETATION TECHNIQUES
• A number of techniques are available for use by tour guides:
• Guided walks and talks
• Demonstrations (such as how to start a fire using bamboo sticks)
• Leaflets (on different tour attractions)
• Self guided trails (in a cultural site like Fort Santiago)
• Interpretation panels on-site
• Audio
• Viewing hides and towers
• Handheld devices
• Visitor centers-place where visitors can receive information about the park and the
activities they can engage in, usually have large-sale maps denoting the special
spots.
• Museum and visitor center displays
• Inter-active computers
• Audio-visual
• Art and sculpture
• Living history and theater (reenactment)

SIGNAGE

Signage is installed to direct visitors, guide visitor behavior and provide

interpretation.
There is a wide range of signage used in tourism (Interpretation, Information and
marketing)
1. Signs for marketing and providing directions to destinations and activities: road
signs which are color coded such as yellow for destination and distance signs;
green and blue highway signs indicating places, distances and location of facilities
such as eating place, accommodation and toilets; brown signs for heritage sites
and other visitor activities and signs for road-based trails including scenic, heritage,
craft, wine and food trails.
2. Signs for making trails, tracks and points of interest usually found at access
points off a road or trail, or in car parks and trail ends: tracks, waterfalls and
beaches.
3. Signs for warnings of danger and risks to visitors and the environment.
4. Signs for managing behavior and lessening impact used to advise people how
to behave around natural features including wildlife and to manage a wide variety
of behavior such as disposal of rubbish and toilet waste, driving on beaches,
keeping a distance from wildlife, control of dogs, where and how to fish and where
to camp.
5. Signs for interpretation found commonly at points of interest and to provide
information around a site such as a heritage site, and along trails, explaining the
environment and its cultural and historic significance.

Pitfalls of Interpretation

Bramwell and Lane (2005) warned of situations where interpretation fails to

be a tool for sustainable tourism development. One is when interpretation is driven
by economic objectives rather than by concern on community and environmental
well-being. This can result in neglect of resources which are more difficult to
develop for tourism.

The Role of Tour Guide in Interpretation

Tour guides are at the center of interpretation activities. Sometimes, they

may be the only means by which tourists are able to learn about the hidden facts
about the attraction or destination that enable them to acquire new insights and
appreciation.
For example, at now the famous Ruins in Talisay, Negros Occidental,
there are no wall panels to explain about the structure. But the trained tour guides
tell tourists that the mansion was built by the sugar baron as a gift to his Portuguese
wife; that it’s concrete was cement mixed with egg white that made the walls
smooth as marble; and the mansion was burned by Filipino guerillas during World
War II to prevent the Japanese from using it as headquarters.

Interpretation Process

The UNESCO Manual for Interpreting Community Heritage for Tourism is

a good source material for a detailed description of the key steps in designing
interpretative programs. These steps are outlined below.

1. Make an inventory of the heritage resources in the community.

These resources may include historic buildings, everyday things life food
preparation, a system of community land ownership, religious practices and
festival customs.

2. Develop themes.

Themes focus on exactly what the interpretation should communicate to the

visitors, given constraints in time, money and other resources. The information
collected during the inventory will determine the theme. Themes should capture
the essence of the community attractions.

3. Draw Up an Interpretative Plan.

This plan should be part of the general tourism management plan.

Interpretation Tools

More than one mode of interpretation may be used in presenting the community to
visitors. The following describes the main uses of each interpretation tools.

 BROCHURES
-easiest and least expensive to produce
-can be easily distributed by hotels, restaurants, tour companies, visitor
centers, and museums.
-include guidelines for visitor behavior and politeness,can ne tailored for
specific events, such as festivals of dance performances, or an individual site
-often given together with a map for use in self-guided trail
 MAPS
-maps must have short explanations of major sites
-places that are not advisable to be promoted such as sacred sites need not be
indicated on the map
 HERITAGE TRAILS
-this is one of the most suitable tools for main commercial streets, cities, and
towns. They are provided to encourage visitors to explore a site on their own.
 SELF-GUIDED TRAILS
-uses a printed brochure and a map around a route which may not be marked.
This is the least expensive type to produce and may also employ a guide.
 SIGNED TRAILS
-this type of trail is marked by display panels at key points. Display panels along
the route are useful for orientation and interpretation.
 SOUND TRAIL
-permanent listening posts are installed along the route with a tape device
included in post.
 GUIDING
-most self-guided trails can come alive with the use of a local tour guide.
Certification and training for guides enhance their professional qualification.
 DISPLAY PANELS
-are two dimensional signs which contain information, maps, photographs, and
graphics. They are relatively inexpensive and easily designed and mounted.

 ILLUSTRATION AND TEXT

 -for interpretive signs, use minimal visuals and more of texts.
 VANDALISM/DURABILITY
-to prevent vandalism, signs should be placed in a prominent, well-lit location
which can be easily supervised by police or staff.
 DISPLAY CASES
-can show three-dimensional objects or artifacts, besides two-dimensional
objects.
 FESTIVALS
-interpretation is important for festivals as tourists will want to learn about the
religious meaning behind a ceremony and the rational for the celebration.
 PERFORMANCES/RE-ENACTMENTS
-local music and dancing can be performed and interpreted for tourists.
 AUDIO-VISUAL INTERPRETATION
-audio-visual materials are some of the most effective interpretation tools
because they combine the advantages of audio and visual media.
 MULTIMEDIA SHOWS
-combine special effects with dance, music, and theater to produce a sensory
experience that captures the feeling of a particular time and place.
 LIGHT AND SOUND DISPLAYS
-sound and light shows are performed after dark usually in an open area with
a good panorama.
 INTERPRETIVE CENTERS
-a good interpretive center may offer the content of a museum, the
entertainment of a themed attraction, and the services of a tourism information
center.
 ARTIFACTS
-choose artifacts that are pertinent to the theme of the exhibit. Displays need
not always be ancient: everyday items like cooking instruments can be
interesting, too.
 INTERACTIVE EXHIBITS
-interactive displays are effective in engaging visitors, children, and adults alike.