旅游環(huán)境解說-理論與實(shí)踐：Chapter 7 Evaluation of Interpretation

1、College of Landscape Architecture Beijing Forestry University Chapter 7. Evaluation of Interpretation v Whats the Evaluation of interpretation ?v Evaluation of interpretation is a multidimensional process used to determine the qualities of interpretation and is an integral part of all interpretation

2、 and is an integral part of all interpretive operations. v The process includes input and feedback and considers the interrelationship among people, organizations, environments, and technologies. v -National Association for Interpretation (1990) v 解說評價(jià)是多維過程用來確定解說質(zhì)量和所有解說的整體部分，以及所有解說運(yùn)行的整體部分。其過程包括輸入和反饋

3、以及考慮人、組織、環(huán)境和技術(shù)之間的相互關(guān)系。v 解說協(xié)會（1990）v Why do we evaluate the interpretation? v these terms describe a set of powerful tools to make interpretation better serve its clientele. v Evaluation refers to the process of collecting and analyzing information about interpretive effectiveness. v 解說涉及到搜集和分析解說有效性的

4、信息的過程。Evaluation , auditing（審計(jì)）, coaching（訓(xùn)練）, assessment（評估）- Messages R& R of Visitors EIIt considers message delivery, content, activities, connections, and creativity on one hand and visitor reactions and responsiveness on the other. 一方面，需要考慮訊息的傳達(dá)，內(nèi)容，活動，連接和創(chuàng)造力，另一方面，需要考慮游客的反應(yīng)和反響visitor reacti

5、ons and responsiveness on the other. it can be done in house and/ or with the collaboration of an outside scientist or observer at relatively low v Evaluation is about making improvement. If all you want is praise, skip evaluation but if you want to do a better job, and you can face a little constru

6、ctive criticism, evaluation can lead to making a better match between what you want to achieve and what actually might happen. v 評價(jià)是有關(guān)改善。如果你需要表揚(yáng)，則不要做評價(jià)但如果你要做更好的工作，你可以面對建設(shè)性批評，評價(jià)可以指引你在你要達(dá)到的和實(shí)際發(fā)生之間的更好的匹配。v Evaluation helps in designing and adjusting programs and exhibits to best serve and expand its cl

7、ientele.v 評價(jià)可以幫助設(shè)計(jì)和調(diào)整項(xiàng)目及展示更好地服務(wù)及擴(kuò)大客戶群。v Evaluation keeps programs and exhibits fresh. It prevent stagnation（不景氣）. v 評價(jià)可以保持項(xiàng)目和展示的活力。防止解說變得停滯老舊v It guides interpreters in honing（磨練） their skills . v most importantly ,evaluation and constructive response to it enrich the value of the service to clients

8、 of an interpretive institution. v 它指導(dǎo)解說者磨練技巧。最重要的，評價(jià)和建設(shè)性的反應(yīng)可以提升解說機(jī)構(gòu)對客戶服務(wù)的價(jià)值。v A systematic, unbiased approach that follows a defined process will serve the agency and individuals effectively. The process need not be complicated. it should define three key elements of evaluations: v the objectives,

9、sorted into priorities of information needsv ( 目標(biāo)，分類為信息需求的優(yōu)先順序）目標(biāo)，分類為信息需求的優(yōu)先順序）v the methods of collecting the data in an unbiased wayv （用無偏見的方式搜集數(shù)據(jù)的方法）（用無偏見的方式搜集數(shù)據(jù)的方法）v the applications or uses of the evaluation datav （利用評價(jià)數(shù)據(jù)）（利用評價(jià)數(shù)據(jù)）v v When do we evaluate the interpretation ?v Interpreters use ev

10、aluation before and during the development of a program or exhibit-front end （前端，前期）or formative evaluation（程式化的評價(jià)）. They also evaluate after the program and after exhibit completion performance and post occupancy ( 使用后評價(jià)）使用后評價(jià)）or summative ( 總結(jié)性的）evaluation. v Before v During v After v 解說者在項(xiàng)目發(fā)展前、發(fā)展

11、期間或者展示的前期以及程式化解說中進(jìn)行評價(jià)。他們也在項(xiàng)目之后和展示完成之后進(jìn)行表現(xiàn)以及完成后對解說的評價(jià)總結(jié)。v Evaluation should be a part of interpretive planning right from the start, rather than being thought of as something to be done (if at all) after a project has been completed. v The type of evaluation you do will depend on the stage you have r

12、eached.v Before you startv Evaluation can be useful before anything has been set up, particularly where you are researching topics and themes, and deciding on your interpretive objectives.v 在任何事情還沒有建立之前的評價(jià)是有用的，尤其是你研究的話題和主題，并決定你的解說目標(biāo)。Stage you are trying to answer questions such as: What do our audie

13、nce already feel or think about this topic, what misconceptions （誤解）do they have about it, how interested are they likely to be in it, and how do they behave in relation to it?Before you startThe more you know about your audiences beliefs, attitudes and feelings about the topic, the more successfull

14、y you will be able to communicate effectively with them through interpretation.It may be that the answers to such questions willchange your interpretive objectives. While you prepare your interpretation( During ) 當(dāng)你準(zhǔn)備解說時(shí)當(dāng)你準(zhǔn)備解說時(shí)Once you have established your interpretive themesand objectives you will

15、 start designing the mediawhich will get them across. 一旦你建立了解說主題和目標(biāo)你將開始設(shè)計(jì)涉及這些主題的媒體。 The purpose of assessing audience reactions at this stage is to check that your design ideas work. Mock-ups of exhibits, draft versions of text, and illustrations for labels, leaflets （宣傳品）and panels can all be used

16、to answer questions such as ：展示模型，解說文的草稿，標(biāo)簽的說明，宣傳品和平板都可以用來回答這些問題如Are your visitors picking up a clear theme? Do they understand the concepts and terminology（術(shù)語）? Are the graphics clear? Does the exhibit attract and hold their attention?Checking visitor responses and revising designscan ensure that y

17、our final version is as effective as it can v After youve finishedOnce you have designed and producedyour interpretation you can ask the question ：How successful are we? Evaluation at this stage is thefinal assessment of how well or otherwise theinterpretation meets its objectives. However, by thiss

18、tage its usually too late to do anything about it ifyou are not meeting them! This is why you need tobuild in some form of evaluation from the vWhat we evaluatev Evaluation of interpretation falls into at least four major categories of whom or what professional interpreters assess in an evaluation.

19、v 解說評價(jià)至少有4個(gè)專業(yè)解說者評估的主要的類別。Visitorindividual “performances ”nonpersonal installations overall productivity v Visitors v We evaluate visitors, their interests and needs, and their behaviors and reactions to determine whether we achieve our learning objectives or provoke( 激起） the desired emotional or be

20、havioral response. v Interpreters v We evaluate individual “performances ” by interpreters so the individuals may find ways to improve their delivery methods, messages, and interpretive approach in future presentations. v We evaluate nonpersonal installations. v such as exhibits and trails to learn

21、whether they achieve their objectives and to guide modifications for greater effectiveness or timeliness. v We evaluate overall productivity of the program mix and facilities, to determine whether we spend our money and effort efficiently.v 我們評價(jià)項(xiàng)目綜合和設(shè)施的生產(chǎn)力，確定是否我們的投入的資金和努力是有效的。v This evaluation guide

22、s adjustments in the interpretive mix. It also demonstrates and documents benefits。v 這樣的評價(jià)指導(dǎo)在綜合解說中的調(diào)整，也會示范所獲得的利益。 Evaluation seeks answers to many questions: the most common ones include: Do visitors attend the presentation？ What do visitors say about our problem? What do visitors learn from the pre

23、sentation What do visitors say about the exhibits Do visitor read labels How long do they study the exhibits What do they get from the exhibits/signs Who are the visitor How does the audience change through the year and over the year What do staff members say about the v The answers to these questio

24、ns have practical value. v Interpreters apply them to improve effectiveness, to check how closely they meet objectives, to determine cost-effectiveness（成本-效益）, to provide proof of interpretations impact, and to guide policy and program planning .v 解說者應(yīng)用這些答案來改善解說效率，來檢驗(yàn)與目標(biāo)的接近程度，確定成本-效益，提供解說影響的證明，指導(dǎo)政策和

25、項(xiàng)目規(guī)劃。v evaluation stimulates improved interpretive programming to the public. Interpreters can demonstrate the value of their work in a systematic, convincing（令人信服的）How We Evaluate? The way you do your evaluation will depend on what questions you need to answer, The interpretation you are evaluating

26、, your budget and what technical expertise( 專門的知識或技能） is required in data gathering and/or analysis. Evaluation methodologies can be divided into:Indirect methods - visitor behavior is observed unobtrusively （不引人注意的）without their knowledgeDirect methods - visitors are involved through interviews or

27、v Quantitative methods - providing numerical data in the form of counts, time spent, coded questionnaire data etc. Such data can be analysed statistically.v 量化方法提供數(shù)據(jù)以一種計(jì)算、時(shí)間花費(fèi)、解碼問卷數(shù)據(jù)等，這樣的數(shù)據(jù)可以進(jìn)行統(tǒng)計(jì)分析。v Qualitative methods - providing data in the form of opinions, attitudes, perceptions and feelings, o

28、r descriptions of behavior.v 定性方法定性方法提供信息以一種意見、態(tài)度和知覺、感受等，提供信息以一種意見、態(tài)度和知覺、感受等，或者行為描述?；蛘咝袨槊枋?。v Qualitative evaluation describe what people might say or feel; v 定性的方法描述人們可能說什么或感受什么？定性的方法描述人們可能說什么或感受什么？v the quantitative summarizes results with numbers, scores, or costs. Most evaluations contain both, t

29、he strengths of one method complementing the other.v定量的方法以數(shù)字、分?jǐn)?shù)或者成本來總結(jié)結(jié)果。定量的方法以數(shù)字、分?jǐn)?shù)或者成本來總結(jié)結(jié)果。v大多數(shù)評價(jià)都包含這兩種方法。大多數(shù)評價(jià)都包含這兩種方法。v vIndirect methodsv These involve collecting data in the form of observations of visitor behavior, or their conversations. This can be either quantitative（量化的） or qualitative（性

30、質(zhì)的）. v Observational methods involve defining certain behaviors which interest you, and then counting or timing them. Its easiest to do this if the observer has a checklist （清單）of behaviors which can be ticked off（核對） for each visitor observed. v It is important that behaviors are specific and unamb

31、iguous(不含糊的）, such as touches exhibit; reads text aloud to others; steps off path; tries out model spinning wheel etc. v Observations may be made from one place, and usually focus on one exhibit. v Other behavioral mapping studies may look at how visitors use the space available, such as in a galler

32、y, by counting the number of visitors in articular locations at particular times. v Alternatively visitors can be tracked , that is followed unobtrusively and their path through the space mapped, with the time they spend and their behavior noted at particular spots.v The importance of these methods

33、v is that they provide information about what people actually do. They do not tell us what people think or feel, and it can be dangerous to infer this from what people do. v 這些方法的重要性是它們提供了人們在做什么的信息。但它們不告訴我們?nèi)藗兿胧裁椿蚋杏X到什么。v Listen to your visitorsv Eavesdropping（偷聽) (請謹(jǐn)慎行事 discreetly!) on what your visi

34、tors say to one another can be an effective way of finding out how they respond to your interpretation. v It can give you clues to the thoughts and feelings you have inspired: it can also tell you about misconceptions and misunderstandings you need to correct. v For example, visitors at a viewpoint

35、which overlooked a spectacular river gorge in southern France were often heard saying things like v It must have been the glaciers that carved this vHow Attractive is this exhibitsv Two well known numerical indices（指數(shù)） of exhibit performance are derived from simple observations of number of visitors

36、 and time spent.v Attraction powerv Holding Power v Attraction power (of an exhibit) the number of people who stop at an exhibit, divided by the total number who pass it (including those who stop), expressed as a percentage. v This is a simple measure of how successfully an exhibit catches peoples a

37、ttention. For example, suppose that 60 people walk past an exhibit on wool spinning, and 15 of them stop to look at it. The attraction power of the exhibit is 15/60 x 100 = 25%v Holding power (of an exhibit) the average time people spend at an exhibit, divided by the actual time required to read or

38、review it, expressed as a percentage. v This gives a measure of how well an exhibit holds peoples interest once they have stopped at it. v For example, suppose you need 10 minutes to read all the text on a panel, and to operate a small model attached to it. If the average time people spend at the pa

39、nel is 1.5 minutes, its holding power is 1.5 / 10 x 100 = 15%vDirect Methodsv If you want to find out what visitors think or feel about something, you need to ask them. There are two main methods here: questionnaires and vQuestionnairesv These can be given to visitors to complete themselves, or form

40、 the basis of a structured interview. v They can contain a mixture of closed and open questions.v Closed questions have a limited range of possible responses: the simplest example is one to which the answer is yes or no. Other questions may have a number of possible answers, but only from a given ra

41、nge, as in a multiple choice question. Closed questions provide data which can be easily coded, and counted or otherwise treated v In open questions the answer is not specified in advance and the interviewer usually writes down the response. v This may be coded later, or it may be treated as qualita

42、tive data. Open questions allow interviewees to express feelings, opinions and attitudes. Variations on questions may involve the use of rankings. For example:v Rank the following types of countryside in order of your preference for visiting them: v Mountainsv Moorlandsv Sandy coastsv Rivers and lak

43、esv Rocky coastsv Lowland farmed v Another variation is to use statements and ask interviewees to rate their level of agreement or disagreement with them. v This is one way in which you can assess visitors opinions or feelings, for example:Please tell me which number on the scale corresponds to your

44、 feelings about the statement : The herring fishing industry will never return to its former strength.Strongly Agree / Agree / Neither Disagree nor Agree / disagree / Strongly disagreeLikert Scale : v Such methods often involve the use of show cards. The interviewee is presented with cards which hav

45、e the alternative responses or ratings printed on them; v they tell the interviewer what their response is; and the interviewer records it. v Questionnaires for visitors to complete themselves may be given or posted out to people, and returned at their discretion( 判斷）. v A problem here can be a poor

46、 rate of return, especially if the content is not of particular interest to the respondent. v Interviewer administered questionnaires are more time consuming, but most people will be pleased to answer questions about interpretive facilities if the interviewer is pleasant, and the interview does not

47、take too long. They should only take five to ten minutes to complete.v Questionnaires design can be a complex issue, and this chapter cannot do justice to all of the considerations involved in it. v Interpretive effectiveness asks if interpretation produces the desired resultv 解說效果詢問解說是否產(chǎn)生期望的結(jié)果？解說效果

48、詢問解說是否產(chǎn)生期望的結(jié)果？v Interpretation efficiency asks what results came from various inputs of time and effortv 解說有效性詢問從各種時(shí)間和努力的投入，產(chǎn)生什么結(jié)果解說有效性詢問從各種時(shí)間和努力的投入，產(chǎn)生什么結(jié)果？v Cost-effectiveness asks how many desired results come from the cost of interpretative inputs, or how one type of program compares with another on the basis of cost per visitor contact hour. v 成本成本效果詢問有多少期望的結(jié)果出來？從解說的投入效果詢問有多少期望的結(jié)果出來？從解說的投入成本方面，或者一種類型的項(xiàng)目與另一種相比