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Utilization-Focused Evaluation and its A pplication to Rural Tourism Programs

Utilization-Focused Evaluation and its A pplication to Rural Tourism Programs. Presented By Sean M. Noland January 30, 2007. Evaluation vs. Monitoring. Monitoring Performed by a member of the organization in which the program is conducted Is repetitive and ongoing data collection

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Utilization-Focused Evaluation and its A pplication to Rural Tourism Programs

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  1. Utilization-Focused Evaluation and its Application to Rural Tourism Programs Presented By Sean M. Noland January 30, 2007

  2. Evaluation vs. Monitoring • Monitoring • Performed by a member of the organization in which the program is conducted • Is repetitive and ongoing data collection • Can be used as progress indicator but is not conclusive • Evaluation • Is time bound and conducted during or after the program • Can be used to make adjustments • Summarizes success or failure

  3. Auditing • Differs from evaluation and monitoring • Measures performance against compliance with predetermined standards, rules or regulations

  4. The “Triad” of Program Management Evaluation Monitoring Auditing

  5. Utilization Focused Evaluation • Advanced chiefly by M.Q. Patton • Emphasizes four reasons for undertaking evaluation • Making Judgments • Improving the effectiveness of the evaluand • Informing decisions about future evaluands • Providing information on specific use for specific users

  6. Distinctiveness from Other Approaches • Less empirical • Includes the participant (and their values) • Effectiveness is measured by utilization of an evaluand (hence the name) and satisfaction with it.

  7. Context for Evaluation • Stage of development of the evaluand (pre-implementation? management?) • Local Circumstances (undeveloped area, urban fringe) • Purpose of evaluation (to acquire funding)

  8. Outlining the Evaluation • Define context • Assemble stakeholders • Acquire information for the selection of questions • Determine benefits of the evaluation • Determine how the information is to be utilized

  9. Poor Evaluation EVALUAND EVALUATION

  10. Patton’s Model EVALUAND Evaluation Stage of Development Local Circumstances Stage of Development Local Circumstances EVALUATION Purpose of Evaluation Purpose of Evaluation

  11. Advantages • Places decision making capacity in the hands of the stakeholders (expressly) and consumers (explicitly & implicitly) • Allows for the consideration of values of those affected and the consumer • Stakeholders are more diverse

  12. Challenges • Stakeholder conflicts arising from broader diversity • Use of findings may be used by stakeholders to highlight program failures

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