Abstract:
Interpretation and its relevance for visitor experiences have been discussed extensively
but little attention has been paid to the management of interpretation by multiple
stakeholders. UNESCO World Heritage Sites involve a number of different
organisations but their interpretation management is not well understood. A lack of
good interpretation management may lead to negative effects on heritage properties and
people understanding about the heritage. This study aims to examine the structure of
interpretation management and to identify the objectives in interpretation from various
stakeholder organisations’ perspectives. Other influential factors, for example decision
making, are studied. Angkor Wat temple, a UNESCO World Heritage Site in
Cambodia, is used as a case study.
Adopting the social constructivist approach for the current study strengthens the
research method and data interpretation. The research takes a supply-side perspective;
in-depth interviews were conducted with 22 representatives from UNESCO, the
Ministry of Tourism, site management teams, tour guides and tour companies.
The findings suggest that interpretation is not yet managed successfully by
organisations and tour guides. Tour guides are concerned about their lack of knowledge
and language proficiency which impacts on their presentation. In addition, managing a
different demand of group tour was found important for interpretation management.
Tour guides had less involvement in making a decision about the development of
interpretation-related projects. Some conflicts between the tour guides and site
managers about decision making were identified. On the other hand, managing
interpretation by organisations still requires interpretive facilities and visitor centres to
enhance visitors’ experiences at Angkor Wat temple.
This research contributes to the literature on interpretation and heritage tourism by
identifying different interpretation management by multiple stakeholders. In addition to
the academic study, the findings imply that relevant organisations need further
improvement of interpretation management and visitor centres at Angkor Wat temple.
