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Wildlife Experience
A variety of attraction types including wildlife visitor centres, boat trips and walking tours which offer a nature based experience with possibilities of viewing flora and fauna in a natural or protected environment.
1. Orientation
- Clarity for visitors to obtain maximum benefit from their wildlife experinece
- Authenticity and accuracy of information provided
- Evidence of information being updated
- Clear and concise information on tours and wildlife viewings available together with information on the wildlife experience
- Overall feeling of attraction, understanding of themes and routes
- Information on what happens or what can be done, should no wildlife sightings be experienced
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2. Layout (Visitor Centre, Wildlife Park, Nature Reserve)
Or Layout/Spaciousness (Boat, Landrover Safari or Tours by bus)
Or Route (Walking Wildlife Trips)
- Sensible and understandable layout/route
- Clear instructions and explanations on layout
- Appropriate layout in relation to type of facility
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3. Audience Level
- Wildlife experience capable of being appreciated by a wide audience including novices, specialists and families
- Interpretation caters for varying needs, e.g. children, elderly, budget, abilities
- Audience interest held by interpritation
- Use of foreign languages
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4. Interpretation/Information
- Informative interpretation with a strong link to the natural environment and target species
- Knowledge and experience of guide
- Use of a range and style of interpretation which enhances understanding and appreciation
- Information about steps taken by the operator to minimise the impact on the species and habitat
- Additional interpretation encompassing aspects of the environment and habitat to enhance the overall experience in the event that the advertised species are not sighted
- Clarity of displays which should be easy to follow and understand
- Relevance and appropriateness of the interpretation with an overall theme or topic
- Information on purpose of attraction
- Suggestions for follow-up information relevant to the wildlife experience
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5. Presentation (Visitor Centre, Wildlife Park, Nature Reserve)
- Suitability of chosen medium, e.g. audio visual, exhibition panels, events or personal guide
- Maintenance
- Technical quality of presentation, e.g. structures, graphics, photographs, text
- Effectiveness of design within overall building
- Effectiveness of lighting to produce quality effect
Or Experience/Expectation (Boat, Landrover Safari or Tours by bus)
- A well balanced experince which includes points of interest to complement the core environmental element of the attraction. This would be particularly important where the appearance of wildlife such as whales or dolphins cannot be guaranteed as part of the tour
- Quality and content of the main experience
- Expectations met
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6. Decor/Maintenance (Visitor Centre, Wildlife Park, Nature Reserve)
- Quality and condition
- Good decorative order in keeping with attraction
- General maintenance, e.g. lighting, doors
- General maintenance of display areas
Or Appearance of Transport(Boat, Landrover Safari or Tours by bus)
- General maintenance/appearance of transport
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7. Attitude/Efficiency/Knowledge of Staff
- Warm, friendly manner, general attitude, professional style, good customer care.
- Efficiency and expertise to deal effectively with questions
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8. Appearance of Staff
- Corporate clothing and name badge, where appropriate
- Staff distinguishable and suitably dressed
- Smart and presentable appearance
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9. Guides/Other Staff (where appropriate)
- Provision of guide services
- Range of languages and communication skills
- Knowledge and quality of presentation
- Enhancement of visitors' experience
- Awareness of special needs
Or Comfort (Boat, Landrover Safari or Tours by bus)
- Quality and range of transport interior fixtures and fittings
- Provision for all weather conditions
- Leg-room, comfort of seating, storage provision
- Ease of viewing from boat or vehicle
Or Audience Management (Walking Wildlife Trips)
- Co-ordination/management of group
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10. Internal Signing (Directional Signing) (where applicable)
- Ease of use, quality, presentation and layout
- Visual content awareness and foreign language versions
- Use of corporate identity, where appropriate
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11. Balance/Mixture of Content and Facilities
- Appropriate balance of individual components in enhancing the overall wildlife experience
Or Itinerary (Boat, Landrover Safari or Tours by bus)
- Varied and interesting itinerary to suit the audience
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12. Cleanliness
- Litter bins and general tidiness
- Overall level of cleanliness
- Smart, tidy appearance
- High standard of housekeeping and attention to detail
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