Introduction

Travel and tourism are the major business in the world. Tourism is a form of
business, which generates information, accommodations, transportation, and other
services to travelers and is established nearly all over the world.
The goal of this report is to evaluate the experience of visiting Peranakan
Museum in order to review the usefulness of the service provider. This will also
create a better understanding of the significant association between leadership, risk,
recreation and tourism. Furthermore, the description of the activity and the
organization (Peranakan Museum), together with the justification of selecting the
activity will be further discussed in this report.
The Peranakan Museum studies the background of Peranakan communities
in Southeast Asia. Positioned in the prior Tao Nan Chinese School, this special
museum, formed in 1912, comprises one of the first-rate and most wide-ranging
collections of Peranakan items. Moreover, the traditional backgrounds and the
distinctive visual arts of the Peranakans are explained in the three floors galleries
(Peranakan Museum, 2011).

Performing under the National Heritage Board, the Peranakan Museum offers
an interesting and informative experience for all, whilst signifying the living culture of
the Peranakan society in the region (Peranakan Museum, 2011).

Description and Justification

The activity conducted in Peranakan Museum involves learning the different
aspects of Peranakan communities such as Origins, Language, Weddings, Public
Life, Fashion, Religion, as well as Food and Feasting. The interval of this activity
takes place for approximately one hour. During the session, the tour guide will guide
the visitors throughout the galleries, which present different themes and explain the
background and its foundation in detail with the help of advanced display equipment.

The aim of selecting this activity is to recognize about the little acknowledged
sub-culture; that of the Malay Straits Chinese. By visiting this museum, it enables
one to discover the backgrounds and civilizations of Asia, so as to boost awareness
and appreciation of the inherited traditions of Singaporeans and their links to
Southeast Asia and the world.

Critical Review
Communication and Interpretation

Interpretation plays a significant part in supporting sustainable tourism as well
as affecting the change in visitor behaviour. This is merely because one will not be
able to attain a full understanding concerning what is missing or what is happening
until they are able to interpret either qualitatively or quantitatively (Parth, 2012).

According to Ham (1992) and Moscardo (1998), visitor satisfaction is
improved by interpretation. In Tourism-oriented, interpretation is described as any
designed or organized activity which obtains to generate for visitors an
understanding of the olden times and importance of people, objects, and events
related to the site (Alderson & Low, 1985). Interpretation can be understood through
identifying individual perspectives and language. In this case, these are important
features because by understanding ones perspective and preference of language,
guides will have a clearer idea of how to interpret the message across to the visitors
effectively. According to Shafernich (1993), costumed interpreters hold a vital role in
impacting impression to visitors experiences especially at historic sets.

In Peranakan Museum, tourists basically encountered interpretation through
guides at the sites by using a wide-ranging of means such as audio-visual displays,
guided tours and guidebooks to pass on information. The key reason for Peranakan
Museum to use this variety of tools is to help visitors who have different ways of
learning such as visual learners, auditory learners or kinesthetic learners, so that
they are able to interpret the message based on their own preferences method of
learning. In addition, interpretation in Peranakan Museum was mainly structured and
organized around themes, which was evident by the use of nine galleries spread
throughout the three floors that each explains about specific themes. This has
apparently aided the understanding process of the tourists, as when the themes are
organized and classified, visitors are able to interpret the message easier compared
to that information that is disordered. Moreover, Peranakan Museum also provides
guidebooks as a form of interpretative tool that is useful for the visitors as it helps to
guide the tourist gaze and find markers as central to tourism. With this,
interpretation in Peranakan Museum was generally delivered effectively.

Role of Tour Guide
Tourist guiding has a multifaceted and significant part in modern-day tourism.
A secure and quality experience presented by a guided tour includes the guide,
tourists and the surroundings, and is achieved once all the three components
interrelate at the same point in time and space (aboti, ).
According to the European Federation of Tourist Guide Associations (EFTGA)
and the International Association of Tour Managers (IATM), a tour guide refers to an
individual who explains in an enthusing and interesting manner, in the language of
the visitors preference, the traditional and natural heritage and circumstances
(IATM, EFTGA, 1998). The way in which the customers experience a place or
attraction, contribute in local activities, comprehend local tradition and behave on the
setting are affected by what guides offer and interpret. For instance, in Peranakan
Museum, I believe they desire to see the visitors showing appreciation towards the
cultures as well as engaging behavior with the tour guides rather than being passive
learners. Hence, the tour guide in Peranakan Museum also recognize their tasks as
a pathfinder, who is responsible to control, direct and manage tension in the
circumstances and as a mentor, who is accountable to communicate with the visitors
effectively by selecting and disseminating the information.
Persisting on the actuality that guides are of vital significance both for tourist
experience and tourism, Black (in: Pastorelli, 2003) has distinguished the
subsequent roles: social facilitator, information provider, influence of conservation
values, interpreter of the cultural and natural environment, cultural presenter, and
people mover. According to Cohen (1985), tour guides perform four major roles:
instrumental, interactionary, social, and communicative. Moreover, Cohen also
recognizes four types of guides who concentrate on one of each of these roles;
Originals, Tour Leaders, Animators, and Professionals.
In Peranakan Museum, the functions of the role played by the guide were
social and communicative. As an Animator, the guide in Peranakan Museum worked
together and socialized with the tourists by being friendly, listening and valuing their
preferences. Besides, the guide provided in Peranakan Museum also performed the
communicative function. As a Professional, they perform the function, which includes
passing on specified information (e.g. informing and describing to tourists when,
where and why to observe, as well as how to behave) and explaining sets,
attractions and experiences (Reisinger & Steiner, 2006). In addition, in terms of
ethical considerations Peranakan Museum showed satisfying outcome as the
accuracy of facts spoken was apparent. Also, there was no shortchanging of time
during the guiding session just as mentioned by the guide prior to the guiding
session that the duration would last for approximately one hour. Likewise, price
charged was precise as mentioned in the website, which stated that fee for students
is $4.00 while there was no charge for Singaporeans and Permanent Residents.
Ultimately, the experience delivered in Peranakan Museum was satisfying as
the guides self-confidence, knowledge, communication skills and professionalism
were reflecting their positive personality. However, there are still some aspects that
could have been improved such as the mode of information delivery, as in this case,
the guide in Peranakan Museum mainly delivered the information by speaking
throughout the guiding session without providing any engaging activities to keep the
visitors attentiveness. There are many reasons that could contribute to this
weakness such as lack of advanced technology to attract the visitors attention or
time constraint. Therefore, due to this fact, some visitors might lose their interest in
maintaining their alertness levels, as it might get too dull especially for the younger
generations.



Skill Level and Satisfaction
Satisfaction refers to the extent of congruency between the expectations of
individuals and the actual experience (Plummer, 2009). There are several aspects
that may influence the visitor satisfaction such as skill level, perception and
expectation.
Skill level specifies the degree of stimulation felt by the visitor, which will affect
their involvement level (Ryan, 1991). However, a place or a tour guide can also
improve the skill levels to certain extent. For instance, when a place or a tour guide
are capable of presenting details about the information needed such as providing
signs or direction, this will help the visitors to locate markers as important, thus
improving their skill levels. In Tourism, understanding ones skill level is crucial
because when a challenge outdoes the tourist skill, it will lead to frustration and
decline in participation. On the other hand, when the skill outdoes the challenge, it
will lead to dullness and tedium in involvement instead (Carmichael, 2012).
Next, satisfaction is mostly experience reliant. This indicates that, expectation
and perception of the tourists play a substantial role in defining the level of
satisfaction. In relation to the role of tour guide, guides are capable of influencing the
tourists expectation and perception. For instance, what guides present will give the
visitors certain idea and expectation of their upcoming experience. Thus, the better
the tour guides present about a place or an attraction, the higher the expectation in
the minds of the visitors.
Perception is described as the process by which people choose, arrange, and
translate stimuli ones idea or understanding of something (Carmichael, 2012). In
this case, it is inevitable that the museum and the guide surely play a part in shaping
perceptions. For instance, visitors might have their initial expectation before
experiencing the museum, however this expectation might change after experiencing
the actual performance. Similarly, expectation is also identified as an individual own
vision of the outcome that will derive from their experience (Carmichael, 2012).
Hence, satisfaction is associated to the difference between a customers pre-
experience anticipations and views of service performance (Clemons & Woodruff,
1992).
In Peranakan Museum, certain skill level such as a slight understanding of
Singapore background is required in order to avoid any dissatisfaction within the
visitors that might eventually result in boredom as well as reduction in participation.
However, this Museum has also recognized the need to perform beyond the visitors
expectation due to the fact that tourist who has high skill level tend to have higher
expectation compared to those who has low skill. Therefore, in order to satisfy the
visitors, Peranakan Museum provides excellent details focusing on the exciting
themes about the Peranakan to keep the tourists amazed.
Conclusion
In conclusion, based on the experience analyzed, interpretation, role of tour
guide as well as skill level play major role in tourism industry. By drawing from the
experience, these three components are some of the critical factors that affect the
tourists satisfaction.
Based on the observation, Peranakan Museum understands the impact of
interpretation in visitors satisfaction. Hence, it has chosen to further deliver the
information more effectively by providing several tools such as guided tours,
guidebooks, and audio-visual displays.
Besides interpretation, tour guide also plays a substantial role in tourism.
Through observation, Peranakan Museum has reflected the qualities of a great tour
guide, which are understandable, prompt, welcoming, well-informed, observant and
good pacing. In addition, the guide in Peranakan Museum has correspondingly taken
the further effort to relate with the visitors rather than treating them as passive
learners.
Lastly, Peranakan Museum has also considered the importance of skill levels
of visitors as it affects the visitors expectation. Hence, in order to maintain the
satisfaction, Peranakan Museum strives to perform beyond the expectations by
avoiding any discussion relating to dull topics.



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Appendices Evidence of Participation in the Program