The Types of Interpretive Audiences and Their Demands Based on the Use of Interpretation:A Case Study on Beijing Botanical Garden

The research on interpretive demand is the basis of building and optimizing the interpretive systems in tourist attractions. Studying interpretive demands from the point of interpretive audiences爷 demands for the optimization of interpretive systems would be more effectively communicate environmental knowledge to them, therefore inspiring them to respect nature, comply with nature and protect nature. Adopting questionnaire survey, the study made an analysis of the types of interpretive audiences and their interpretive demands in Beijing Botanical Garden. Regarding the types of interpretive audiences, there are 4 types of interpretive audiences according to the definition by Stewart in 1998, i. e. , they are Seekers, Stumblers, Shadowers and Shunners. After surveying in Beijing Botanical Garden, about 1/2 of them were Seekers, and approximate 1/3 of them were Stumblers, and the proportion of Shadowers and Shunners was the smallest. Concurrently, the interpretive demands and differential demands from different interpretive audiences in Beijing Botanical Garden were systematically studied from 3 aspects of interpretive media, interpretive contents and interpretive activities. Finally, combing the current situation of interpretive demands from different types of audiences and the interpretive system in Beijing Botanical Garden, the targeted suggestions about optimizing the interpretive system are put forward.