Unit 31 Innovative Curation, Interpretation and Education

Introduction

Visitor attractions increasingly rely on innovative curation, interpretation and education approaches to provide distinctive and memorable experiences that attract and engage visitors. The utilisation of innovative curation and interpretation plays an integral part in providing a quality service encounter.

This unit aims to enable students to understand how curation, interpretation and education provokes curiosity, attention and interest to create and shape the visitor experience. They will also learn how the utilisation of innovative approaches provides effective management and control of the servicescape to enrich the experience and enhance service encounters.

Students will examine and explore the different methods and techniques employed by a wide range of visitor attractions to provide innovative curation, interpretation and education through the use of specific examples. Students should be encouraged to visit attractions and exhibitions to assess and critique the use of innovative approaches towards interpretation and education.

Learning Outcomes

By the end of this unit students will be able to:

Examine the visitor experience and the importance of innovative curation throughout the visitor journey
Evaluate methods of interpretation for a range of different visitor attractions
Analyse how innovative education and interpretation enables effective management of the servicescape.

Essential content

LO1 Examine the visitor experience and the importance of innovative curation throughout the visitor journey

The visitor experience:

Defining the visitor experience

The stages of building the visitor experience from anticipation to the return stage

Mapping the visitor experience to the visitor journey

The complexities of the visitor experience at each stage from pre-determined values and attitudes to multisensory experiences that exceed expectations

Curating the visitor experience throughout the visitor journey The design of interpretive facilities and space

Understanding the visitor:

Definition of audience research and development

The value and importance of understanding visitor motivations including models of motivation e.g. Maslow Hierarchy of Needs

The different dimensions of audience engagement e.g. cognitive, emotional, behavioural

Different types of visitor motivations e.g. to learn and be educated, to achieve personal goals, to be entertained, ‘edutainment’, social-interaction or to ‘people watch’

LO2 Evaluate methods of interpretation for a range of different visitor attractions

The definition of interpretation:

Definition of interpretation

The purpose of interpretation and the benefits of interpretation for cultural and heritage attractions

The interpretation communication process, personal interactions and non- personal communications

Tilden’s principles of heritage interpretation

Innovative interpretation methods:

Different methods and media of interpretation for narrative and storytelling, text and design and face-to-face interpretation

The value of a thematic approach to interpretation

The use of multi-media platforms, immersive digital technology and community-orientated involvement to engage audiences

Creating multi-sensory experiences

The importance of establishing audience needs for effective interpretation

Different forms and methods of interpretation to meet specific needs e.g. international visitors and those with disabilities

LO3 Analyse how innovative education and interpretation enables effective management of the servicescape

Innovative education and interpretation:

Informal and formal approaches to education and learning at different types of attractions

Education through interpretation of objects and images

Curation developed and aligned to curriculum to support educational institutions

The use of digital technology in developing educational online activities and increasing accessibility

The use of blogs, video channels, podcasts, virtual reconstructions and social networking

Managing the servicescape:

Definition of the servicescape

Aspects of the service environment: physical (design and spatial layout), interpersonal (service encounter touch points), remote (online services)

The direct and indirect impact of the servicescape on perceived service quality

The contribution of curation, interpretation methods and educational services on the quality of service

Learning Outcomes and Assessment Criteria

Pass	Merit	Distinction
LO1 Examine the visitor experience and the importance of innovative curation throughout the visitor journey
P1 Explore the different stages of the visitor experience throughout the visitor journey P2 Compare and contrast how visitor attractions have curated the visitor journey using innovative approaches, space and design to meet visitor expectations	M1 Evaluate how visitor attractions have curated the visitor journey to enrich the visitor experience through innovation and creative interpretation	D1 Critically evaluate how visitor attractions have curated the visitor journey to enrich the visitor experience through innovation and creative interpretation, making recommendations for improvements
LO2 Evaluate methods of interpretation for a range of different visitor attractions	D2 Critically evaluate the use of innovative, educational and interpretive techniques and methods to make justified recommendations for enhancing the quality of the visitor experience
P3 Evaluate different media of interpretation and how they are utilised to produce a thematic and engaging experience P4 Assess the range of different media, methods and techniques used in visitor attraction interpretation, using specific examples both technological and non- technological	M2 Critically evaluate how different media and methods of interpretation develop engaging experiences to meet visitor expectations
LO3 Analyse how innovative education and interpretation enables effective management of the serviscape
P5 Appraise the use of instructional and interpretive educational approaches P6 Analyse the use of innovative education and interpretation approaches in the management of the servicescape for a specific visitor attraction	M3 Critically analyse the utilisation of innovative education and interpretation approaches in meeting effective servicescape management and overall quality	D3 Make justified recommendations for the development of new educational and interpretation approaches to improve the quality of the servicescape at a specific visitor attraction

Recommended resources

Textbooks

BLACK, G. (2005) The Engaging Museum: Developing Museums for Visitor Involvement. Oxford: Routledge.

FALK, J. (2012) The Museum Experience Revisited. London: EDS Publications. FYALL, A., GARROD, B., LEASK, A. and WANHILL, S. (2008) Managing Visitor

Attractions. 2nd ed. Oxford: Routledge.

HOOPER-GREENHILL, E. (2007) Museums and Education: Purpose, Pedagogy, Performance: Purpose, Pedagogy, Performance. Oxford: Routledge.

SWARBROOKE, J. and PAGE, S. (2015) Development and Management of Visitor Attractions. 3rd ed. Oxford: Routledge.