Posts Tagged ‘interpretation’
NZx November 15th : Underdone
Naumai
The West Coast relies heavily on tourism to sustain and develop it’s future. Recently we visited the West Coast Tree Top and cafe walkway, not far from the picturesque Lake Mahinapua – and about twenty minutes from Hokitika.
First appearances were far from bright. It was simply pouring and there surprisingly no option to drop anybody alongside or in a sheltered canopy. Our mood wasn’t helped when we had to wait for the staff to actually greet us – they were too busy talking to each other.
The walkway itself had lots of potential to be improved. The structural components of the walkway were fine but the visitor experience could have been greatly enhanced. The panels were simple but okay but so much more opportunity to enhance the experience through some immersive experiences. Wildlife is great when its there, but when its not….
Our visitor experience was further downgraded on the way out. The walk through the compulsory gift shop came to a sudden halt when we struck the main exit door – it was locked. Still 30 minutes before closing and while most people would have been trying to get in we were simply trying to get out! Staff, looking suitably embarrassed, eventually came to allow us out…
The visit was in November. I hate to think what sort of visitor experience this would be in the peak of summer, and the visitor season.
Ka kite ano
NZx September 19th: Authentic
Naumai
One of the challenges for attractions is to keep the visitor experience fresh and alive. Regular change and emotional connection is a necessity of designing successful visitor experiences.
While Tilden’s https://prezi.com/s1qrbgvpu7ik/tildens-principles-of-interpretation/ principles of interpretation were written in the late 1950’s they still apply today.
Without provocation the visitor experience risks being compromised and becoming purely a source of information – after all interpretation (the art of sharing stories and experiences) is not information!
Visiting the indigenous Tjapukai Cultural Centre in Cairns recently was case in point. There has been some attempt to use Tildens principles, particularly in the areas of reveal and age related experiences. Unfortunately the low point came when we were served “authentic” bush tucker – at a table complete with porcelain plates and in cups made in China. The damper was more like commercial bread. This was probably an attempt to placate potential food safety concerns, but it may also be an attempt to cater to the large wholesale group demands.
Whichever it was definitely not an authentic experience, and did little to provocate our thinking on indigenous foods!
Visiting Tjapukai ten years ago was a highlight of the Queensland experience. We were emotionally moved but this time the sanitized experience left us cold.
Ka kite ano
indigenous food at Tjapukai Aboriginal Cultural Park
NZx June 12th: Xrated
Naumai
Recently I attended TRENZin my capacity as GM at Sanctuary Mountain.
It had been a number of years since I had attended this international trade show. The time at TRENZ was a great opportunity to reconnect with old friends, develop new business opportunities and appreciate the breadth and scale of tourism in New Zealand.
However I was struck by the sameness of the product on offer and in many cases the same product (although packaged differently) in a number of different locations around the country. How many variations of zip-lines do we really need in a country as small as NZ?!
Wouldn’t it be great if each of our regions was able to truly focus on their points of difference, the attributes and experiences that can only be found in that region.
Not only would that enhance the range of products on ‘offer” but would also further drive our visitors into the regions. Imagine marketing NZ as a series of sub-themes (highlighting regional differences) based around 100% NZ.
The further development of initiatives such as airbnb add a distinctive NZ and local flavour, and a point of difference to an already crowded accommodation market place.
Not doing so runs the risk of further enhancing a sense of sameness in tourism – that can be found anywhere in the world. Hotels of course can be a classic example of global quality, but blandness, that permeates much of the industry.
Ka kite ano
Malcolm
NZx March 9th: guiding 101
Naumai
It has been great to get out and spend the last month travelling the country on the Oceanic Discoverer.
As well as getting the opportunity to lecture, guide, interpret and spend time with people from all around the world, you also get to experience NZ Inc from a visitors viewpoint.
We have previously posted on the need for interpreters to do the basics well. Essentially that is to have: well themed, entertaining, engaging and correct interpretation delivered in a passionate way to their visitors.
Over the last four weeks we have accompanied our visitors on some experiences offered by some of NZ’s leading tourism businesses. They do a great job of essentials such as: marketing, providing good equipment, and partially delivering on the promise.
Some don’t do a great job in the essential areas of visitor experiences. particularly guiding/interpretation. Specifically we endured: our guide continually standing at the front of the group and not being heard, our driver twice leaving us in a small van to carry out some personal business, a monotone lecture from another driver on bees which had nothing to do with the experience on offer and our guide (while knowing her material) being less than engaging.
Visitor’s on the Oceanic Discover come from all around the world, travel a long way and spend a lot of money to experience NZ. They have a great experience on the ship but some of our smaller land-based operators are delivering a less than 100% visitor experience.
Ka kite ano
Malcolm
NZx 31st December : random
Naumai
Imagine the scene…….out whale watching on a perfect day; lots of sperm and beaked whales, try flat water, no wind, sunshine.
Perfect combination right? Well almost…..
Unfortunately our guide for the trip liked the sound of his voice a little too much, the over-use of large words and a seemingly random ability to throw whatever he could think of in the mix.
The same experience recently occurred with a coach driver. Talking nearly non-stop in a random, un-coordinated way does nothing to add value to the visitor experience.
Honestly we don’t need to tell our guests everything!
Interpretation needs to be themed, the essential components planned and the delivered in an entertaining manner.
The approach by the guides/driver may contain elements of entertainment (an essential for great interpretation) – but only for the guide or driver concerned. Definitely not for their guests!
Ka kite ano
Malcolm