Moscardo, Gianna (2022) Interpretation and Visitor Attractions. In: Fyall, Alan, Garrod, Brian, Leask, Anna, and Wanhill, Stephen, (eds.) Managing Visitor Attractions. Routledge, Abingdon, Oxon, UK, pp. 235-251.

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Abstract

Interpretation is an essential component of the visitor experience at visitor attractions. It is a core component of activities such as guided tours, information signs, and self-guided walks. It is vital not only in creating the visitor experience but also in supporting sustainability strategies adopted by the visitor attraction. After defining what is meant by interpretation, this chapter discusses the principles of effective interpretation including authenticity, personal relevance, variety, personal control, opportunities for interaction, planning activity timing and layering information. Four current trends in interpretation are described including interpretation for brand building, uses of new technologies, a story turn, and an increased focus on sustainability beyond the attraction. Challenges facing visitor attractions in using interpretation for visitor management are discussed, including the interpretation of dark and troubled topics and managing an increasingly diverse audience. Finally, some strategies for addressing these challenges are offered.

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