Abstract

The Lincoln Magna Carta document is one of the few remaining copies that exists anywhere in the world. The aim of this research, framed initially as a consultancy report, was to analyse visitor responses to the Charta’s new exhibition centre at Lincoln Castle, UK. A visitor survey comprised of open and closed questions was designed, based on an extended servicescape model. Although the primary research is relatively small scale and was carried out over a short timescale, it is argued that the findings here are important not only for the Lincoln exhibition, but for other heritage attractions. In our study, visitors were mainly positive about the nature of the Magna Carta exhibition and the servicescape. Some responses were critical however. Particular aspects of the layout and a lack of interactivity, in terms of technology and the staff visitor interface, were seen as problematic. Consequently, this paper suggests some improvements to the exhibition. A noteworthy finding, and a basis for further research, indicates that the Magna Carta acts as an identity reinforcer for visitors. Finally, a further research recommendation is outlined, one that takes into account the limitations of the traditional servicescape perspective on consumers.