“The most important document for civilisation:” Magna Carta and the heritage servicescape

Ardley, Barry, Hedison, Miles and Taylor, Nick (2018) “The most important document for civilisation:” Magna Carta and the heritage servicescape. In: Academy of Marketing annual conference, 2nd -5th july, Stirling University.

Full content URL: https://www.academyofmarketing.org/conference/conf...

Magna Carta FV-Rd.docx
[img] Microsoft Word
Magna Carta FV-Rd.docx - Whole Document
Available under License Creative Commons Attribution-NonCommercial 4.0 International.

Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive


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.

Keywords:Magna Carta, Servicescape, Visitor experience
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:32604
Deposited On:28 Aug 2018 15:12

Repository Staff Only: item control page