Visitors' use of interpretive media at heritage sites.
Although heritage interpretation is a central component of the modern heritage industry there has been relatively little concern with how visitors to heritage sites make use of interpretive media. This paper reports a study of visitors' use of three interpretive media — exhibitions, outdoor panels, and stereo-audio tours — commonly employed at one type of heritage site, namely ancient monuments. Interpretation is an important component of the visit for many people, although visitors differ in the interest and attention they display to the interpretive media. This is greatest for audio media and less for visual media. This was attributed both to qualities of the interpretive media themselves (e.g. subject matter, readability), and also to characteristics of visitors, particularly their motive for visiting. This supports the notion that the ‘effectiveness’ of interpretation is the result of an interaction between visitor and interpretive medium, rather than depending solely on the interpretive medium.