Getting to know the visitors

1
Where nature plays the first violin

• Getting to know the visitors
• to the multivision show and exhibition
• in the visitor center at the National Park
  Jasmund

2
Summative Evaluation in the visitor center of
the National Park JasmundOverview of data
collection

• Data collection took place in August 2004
• Questionnaires, In-depth interviews and tracking
  were used
• Visitors to both the multivision and exhibition
  were questioned/interviewed
• 406 people participated in the summative
  evaluation
• Project sponsored by the Federal Agency for
  Natural Protection (BfN) in Bonn and WWF
  Deutschland, Bremen/Frankfurt

3
Which of the descriptions below best describe
your reasonfor visiting the National Park
Jasmunds visitor center today?

• I wanted to experience something about the
  landscape, animals and plants in the National
  Park
• I was on an outing and decided to come by to
  check the visitor center out
• I was curious to see what there was to see in the
  visitor center
• I had heard about the visitor center previously
  and wanted to see it for myself
• I only found out about the visitor center when I
  visited the Königsstuhl

4
Abbildung Nr. 1 - BesucherErklärung zum Besuch
zum BesucherzentrumWas hat Sie dazu bewegt,
heute das Besucherzentrum im Nationalpark
aufzusuchen?
Mehr als ein Antwort möglich
5
Who accompanied you on this visitto the National
Parks visitor center?

• Partner
• Family members
• Friends / relatives / acquaintances
• Travel group
• School class
• I came by myself
• Other

6
Abbildung Nr. 2 BesucherBesuchergruppen zum
BesucherzentrumSind Sie in Begleitung gekommen?
Multivisionsbefragte
Ausstellungsbefragte
n191, keine Schulklassen vorhanden
n207
7
How did you find out about the visitor center?

• Newspaper
• Information in my hotel / pension
• Tourist Office / Spa Headquarters
• Internet
• National Parks brochure
• Here in the National Park (On Königsstuhl or
  Hagen Parking lot)
• Recommendation
• Guidebook / Tourist broschure
• Other

8
Abbildung Nr. 3 - BesucherInformationsquelle zum
BesucherzentrumWie haben Sie vom Besucherzentrum
erfahren?
Multivisionsbefragte
Ausstellungsbefragte
n246, mehr als eine Antwort möglich
n237, mehr als eine Antwort möglich
9
What did you do during your visit to the National
Park today?

• I saw the multivision-show
• (Do you also plan to visit the exhibition?)
• I visited the exhibition
• I visited the Königsstuhl
• I walked / hiked in the National Park
• Other

10
Abbildung Nr. 4 - BesucherAktivitäten, die beim
Besuch im NP unternommen werdenWas haben Sie
heute im Nationalpark erlebt / unternommen?
11
Approximately how much time did you spend in the
visitor center?

• ½ hour
• 1 hour
• 1 ½ hours
• 2 hours
• 2 ½ hours
• 3 hours
• 3 ½ hours
• 4 hours
• 4 ½ hours

12
Abbildung Nr. 5 - BesucherLänge des Besuches im
BesucherzentrumWie viel Zeit haben Sie insgesamt
im Besucherzentrum verbracht (zirka)?
Multivisionsbefragte
Ausstellungsbefragte
n190
n191
13
We would like to ask you a couple of questions
about you personally

• Sex
• Age
• In which federal state do you live?
• What level of schooling have you completed?
• What kind of activities do you participate in
  which are related to nature topics?
• I look at animal films / TV and movies
• I research information on nature on the internet
• I listen to the radio about nature topics
• I like to walk / hike / go camping / bicyle in
  nature
• I read magazines about nature
• I visit parks, botanical gardens, zoos
• I read books on nature
• I belong to a environmental organization
• Other activities

14
Abbildung Nr. 6 - BesucherGeschlecht
15
Abbildung Nr. 7 - BesucherAltersgruppen
16
Abbildung Nr. 8 - BesucherWohnsitz der Besucher
17
Abbildung Nr. 9 - BesucherBildung Alle Befragte
n 379
18
Abbildung Nr. 11 - BesucherFreizeitaktivitäten
in Bezug auf das Thema NaturWelche der folgenden
Aktivitäten in Bezug auf das Thema Natur
treffen auf Sie zu?
Anzahl Antworten
19
What insights do the data from visitors offer for
the visitor center?

• Potential for further audience development
• Nature of the visitor center experience
• Necessity to improve marketing / PR efforts

20
Visitors are using the visitor center in a
different way than the planners had intended

• The multivision and exhibition are perceived by
  the visitors as separate offerings, not as a
  whole experience
• The multivision experience and the exhibition
  experience appear to attract different kinds of
  audiences
• Time plays a different role for the visitors to
  the multivision and the exhibition visitors
• The exhibition has a high attracting and holding
  power

21
There is a need to optimizethe effectiveness of
the communication with visitors in and outside
of the National Park Jasmund

• A large majority of the visitors only discover
  the visitor center when they are in the parking
  lot or see the building on their way to the
  Königsstuhl
• Orientation and signage in park needs to be
  improved
• Marketing / PR efforts need to be more effective
  outside the National Park
• boundaries
• Visitors are coming to the park with very
  different expectations
• The communication needs to appeal these
  different visitor groups and reflect their
• needs
• Visitors - especially visitors to the exhibition
  - are talking positively about their experience
  Word-of-mouth is working!

22
Who is zephyrus?
23
Contact Information
zephyrus danklstraße 30, d-81371 munich /
germany tel 49 - 89 - 74 66 30 51 fax 49 -
89 - 74 66 30 50 e-mail zephyrus_at_compuserve.com w
ebsite www.zephyrus.net
24
Thank you