Interpretation is revealing meanings and relationships through educational activities and using original objects and media. It is a valuable management tool at heritage sites to manage crowds, conserve the past, and educate the public. Interpretation includes all ways of presenting the cultural significance of a place, including activities at the place and educational materials. Effective interpretation provokes attention, offers paths to deeper meaning, and turns phenomena into experiences. The ICOMOS Charter introduces seven recommendations for effective heritage interpretation, including inclusiveness, research/evaluation, and sustainability. Interpretation enhances understanding and enjoyment of heritage sites by appealing to different audiences and learning styles. It shows visitors the value of the site and can inspire visitors. Without interpretation, a historic site is just an old

1. Ahmed Motawea Hussein Shaikhon

2. Ahmed Shaikhon 2019

3. Many people have heard the word Interpretation
Tilden describes ‘Interpretation’ as revealing meanings
and relationships through an educational activity and by
using original objects and illustrative media.
Interpretation is a valuable management tool at heritage sites; it can
manage crowds, conserve the past and educate the public
Timothy, Dallen
Ahmed Shaikhon 2019

4. William T Alderson and Shirley Payne Low defined(1970)
“ interpretation is not only an activity but also a program. While the program establishes
certain objectives for increasing understanding of visitors, the activity is about the skills and
techniques that help create that understanding”
‘Interpretation’ is also defined in the Burra Charter as:
“all the ways of presenting the cultural significance of a place.” the use of activities at the
place; and the use of educational illustrative material. In other words, interpretation is
about the treatment of the fabric of a place and about communicating its significance.
interpretation means “the full range of potential activities intended to heighten public awareness and enhance
understanding of cultural heritage sites”
Ahmed Shaikhon 2019

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6. © Thorsten Ludwig
Turning phenomena into experiences
Provoking attention and participation
Offering paths to deeper meaning
Ahmed Shaikhon 2019

7. 1. Communication and Access
explains desired visitor experiences and issues regarding accessibility of the sites.
3. Context and Setting
the area around a place, which may include the visual catchment, This principle also indicates
that as social, cultural, historical and natural contexts and settings are different in each place,
there can not be a standardized approach to interpretation.
2. Information Sources
all material, written, oral and figurative sources which make it possible to know the nature,
specifications, meaning and history of the cultural heritage.”
4. Authenticity
interpretation and presentation must protect the authenticity of a cultural heritage site through
respect for traditional social functions, cultural values, original fabric, natural and cultural
setting, and character of the site.
5. Sustainability
interpretive plan for a cultural heritage site must be sensitive to its natural and cultural
environment, with social, financial and environmental sustainability among its central goals.” In
order to ensure sustainability
ICOMOS Charter for the Interpretation and Presentation of Cultural Heritage Sites
introduces seven Recommendations for effective Heritage interpretation
Ahmed Shaikhon 2019

8. 6. Inclusiveness
Interpretation and presentation of cultural heritage sites must be the result of meaningful
collaboration between heritage professionals, associated communities, and other
stakeholders”
7. Research, Evaluation and Training
continuing research, training, and evaluation are essential components of the interpretation
of a cultural heritage site.
Ahmed Shaikhon 2019

9. In Athens commuters encounter archaeology as part of their daily routine.
Underground metro station, Athens, Greece
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10. Seating with maps, London, UK
This photo is from the men’s section of a clothes shop. It shows the possibility of putting
interesting historical images on seemingly mundane objects.
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11. Outdoor exhibitions, Paris, France
Both exterior exhibitions were located in places of high footfall. They brought a niche interest
(graphic design) to as broad an audience as possible. The exhibitions are great examples of
engaging people who may not otherwise be interested in a subject matter.
Ahmed Shaikhon 2019

12. Romanesque Church, Madrid, Spain
The archaeological remains of a Romanesque church are exposed and preserved under protective
glass. The statue of the man encourages people to come over. A small model provides
interpretation.
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13. effective interpretation:
effective interpretation can be possible by achieving public appreciation of cultural
heritage (changing behavior of visitors) while making cultural heritage sites places of
learning heritage values and meanings, and resources for dialogue, and sustainable
community development. Even though, distinctions are made between heritage
interpretation and heritage management, interpretation should be seen as an
integral part of heritage management to achieve its goals.
Understanding the Audience: interpreters must have to be effective in their presentations is
an understanding of how visitors learn and remember information in a recreational learning
environment.
interpretive content is based on appropriate research.- conducting primary research
do so according to scholarly standards. - uses techniques, technologies and methods
appropriate to its educational goals, content, audiences and resources.- presents
accurate and appropriate content for each of its audiences.- demonstrates consistent
high quality in its interpretive activities.- assesses the effectiveness of its interpretive
activities and uses those results to plan and improve its activities.
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19. The significance of some heritage items is easy to understand; but the values of
others are not obvious and require interpretation. Many items have values that
warrant interpretation.
Interpretation enhances understanding and enjoyment of heritage items by
appealing to different audiences, different levels of experience and knowledge
and different learning styles.
In some cases where a heritage site is big enough or well known enough, it
might not require as much interpretive effort to attract visitors – people will
want to see it or experience it because of other benefits the site provides.
Interpretation is a "value added" benefit to the total site visit. But for most
moderate to small heritage sites, providing outstanding interpretive programs
and services, and having a good interpretive plan will be required for their
long-term tourism success.
Ahmed Shaikhon 2019

20. interpretation in the 1970s by and large meant leaflets and exhibition
panels.” Since the early 1990s, new technologies have been started to be
utilized for interpreting heritage sites. Virtual reality and interactive
multimedia applications have been instrumental in effectively
communicating the meanings and significance of the sites to the general
public as well as to the professionals.
Ahmed Shaikhon 2019

21. Tel Lachish, as seen by Architip Israel
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22. - Professional interpreters use their understanding of interpretive techniques to
develop the interpretive program, service or media to:
- Provoke the attention of the visitor.
- Relate to the every day lives of visitors.
- Reveal the essence of the message in a unique or interesting manner.
- Develop objective and outcome based media, program or services plans.
- Target messages to specific market groups interests, backgrounds and feelings.
- Have in-depth understandings of their audiences.
- Can make the presentations fun, inspirational, memorable and powerful.
- Plan for the total visitor experience.
- Plan for low cost per contact while getting high cost effectiveness from the
communication (media, programs or services).
Ahmed Shaikhon 2019

23. Interpretation is the most powerful communication process any historic or heritage site
has available to communicate its message(s) to visitors!
This may sound like a strong statement, but it’s true. This is because of where
interpretive communications strategies have come from: marketing, advertising,
psychology of the audience, recreational learning theory, consumer behavior and other
related professions and disciplines.
Every time you see an advertisement on television or see one in a magazine, you are
seeing the principles of interpretive communication at work. Here are just a few of the
elements interpretation and professional interpreters bring to heritage sites: Knowledge
and expertise
Ahmed Shaikhon 2019

24. Interpretation shows the visitors why the heritage site has value – to them (the visitor), to the community, and perhaps
regionally or nationally.
Interpretation can inspire visitors and create a sense of individual and community pride.
It is the interpretation (programs, living history, guided tours, exhibits, etc.) that visitors come to the heritage site for – the
story and site experience.
Without interpretation a historic site is, in the eyes of the visitor, just another OLD site.
Interpretation gets visitors to CARE about heritage (theirs or other cultures).
Interpretive services are the reasons visitors come back to heritage sites.
Interpretive programs and services can increase visitation by increasing the perception of BENEFITS tourists receive by going
to a particular heritage site.
Interpretive programs and services can produce reductions in site maintenance, and related management issues when used as
a management tool.
Interpretive programs and services can make money!
Interpretive programs and services provide added value to any heritage tourism experience, and heritage site marketing
efforts.
You cannot have heritage tourism without interpretation.
Heritage tourism is dependent upon the story of the site and the willingness of visitors to want to travel to see, learn about
and experience the site.
Interpretation brings in more visitors, more repeat visitors and more income.
Interpretation helps visitors create their own unique choice of ways to experience and learn about a site and its story (mass
customization and markets of one).
Ahmed Shaikhon 2019

25. few indicators that heritage sites are in need of interpretive programs or services (new or improved):
- Visitation numbers have not significantly increased over the past 2-3 years (and you can’t always blame it on the weather).
- Visitation numbers have flat lined (no growth).
- Visitation numbers are far below expected numbers in relationship to site location (population bases), and visitation numbers to
other similar heritage sites.
- Visitation numbers are decreasing (over one or more years), On a holidays afternoon in the summer your site looks "empty".
- Site visitor management problems are increasing or remain unresolved (littering, etc.).
- You have very poor community support (image, etc.).
- You are experiencing a reduction in grant aid support from past years.
- Visitors do not leave your heritage site truly understanding the story of the site, or the value in preservation of historic sites and
landscapes.
- Memberships to your organization are flat or declining.
- Your agency has poor name (and mission) recognition.
- Your heritage site lacks sparkle, excitement, fun, experiences, and BENEFITS to visitors.
- Your marketing brochures have pictures of landscapes, furniture or buildings, but no people in the pictures.
- You have to reduce hours of operation due to poor visitation.
- It is difficult to keep guides or volunteers.
- Staff begin to move on to other sites.
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26. 1- Develop your inventory Gather your information. Why is the place important? What is significant about it? What are
the interesting stories? What are the unique selling points? Who visits the place?
2- Develop you goals “ Goals should describe a kind of benefit or improved condition. Typical goals are: enhancing visitor
experience, promoting public support and protecting resources.
3- Identify your audience Are your visitors made up of locals, tourists, families, or possibly a combination? Audiences
differ in what they expect from an experience. For example, do locals visit the site for different reasons than interstate or
international tourists?
4- Determine outcomes for goals What do you want to achieve? For example, the goal of enhancing experiences at a
museum might be to provoke visitors to think about the period or subject matter, and the goal for promoting public
support might be that visitors recommend the museum to others.
5- Develop themes A theme is a whole idea that is usually expressed in one sentence. It is the way you express the
essence of the message you want to impart to visitors. One way to develop a theme is to complete the following
statement: "When it comes to [site], and in order for this audience to reach our outcome, it is really, really, REALLY
important for them to understand that...“
6- Choose your medium What is the most appropriate way to reach your audience? It could be a brochure, an
interpretative panel, guided tours, or self-guided audio tours. Some options include: panels; guided tours; self-guided
audio tours; apps; displays; brochures.
7- Develop your action plan This plan will list who is doing what, your timelines, what your budget is, what resources
you may already have available, and any other resource implications.
8- Evaluate This allows you to see whether your interpretation is working.
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27. Brenda Chafin: Best Practices in Educational Interpreting,2006, p.166
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28. References
 Lewis, William 1980. Interpreting For Park Visitors. Eastern Acorn Press.
 Tilden, Freeman. 1957. Interpreting Our Heritage, The University of North Carolina Press, Chapel Hill.
 Veverka, John A. 1994. Interpretive Master Planning. Falcon Press, Helena, MT.
 Timothy, Dallen J. 2011. Cultural Heritage and Tourism. Bristol: Channel View Publications.
 NSW Heritage Office. 2005. Interpreting Heritage Places and Items Guidelines
 Mohamed Badry, Sahar Fawzy.2015 A Case study of Elephantine Island , Aswan : Heritage
Interpretation and Architecture Conservation
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