Skip to main content Accessibility help
×
Home
Hostname: page-component-55597f9d44-vkn6t Total loading time: 0.369 Render date: 2022-08-17T08:38:07.676Z Has data issue: true Feature Flags: { "shouldUseShareProductTool": true, "shouldUseHypothesis": true, "isUnsiloEnabled": true, "useRatesEcommerce": false, "useNewApi": true } hasContentIssue true
Presenting the Romans Presenting the Romans
Interpreting the Frontiers of the Roman Empire World Heritage Site
Buy print or eBook[Opens in a new window]

17 - The Hadrian's Wall Interpretation Framework: Audience Research

Published online by Cambridge University Press:  05 September 2013

Nigel Mills
Affiliation:
Director, World Heritage and Access, The Hadrian's Wall Trust
Get access

Summary

Introduction

In 2009 Hadrian's Wall Heritage (HWHL) commissioned the Centre for Interpretation Studies, Perth College-UHI and Zebra square to carry out a programme of public engagement research as part of the process of developing the Hadrian's Wall Interpretation Framework. The purpose of the research was to explore and measure the views of a number of different audiences and stakeholders, all of whom were important both to the future sustainability of Hadrian's Wall as an overall attraction and to all of the individual sites and museums. The research was informed by the market data and audience research already in existence. As such, the public engagement research aimed to add to existing knowledge, providing a greater level of detail than previously existed — particularly in terms of visitor and non-visitor perceptions of Hadrian's Wall and the visitor experience. Full details of the research are available as an appendix to the Hadrian's Wall Interpretation Framework (Adkins and Holmes 2011).

The existing audiences for Hadrian's Wall are declining, yet the pool of potential visitors is large. A study by ERA (2004) found that 4.2 million people live within 40 miles or an hour's drive of Hadrian's Wall, 85% of whom are in North East England. A further 1.9 million live within 80 miles. Furthermore, some 5 million tourists, 4.4 million of whom are from the UK, stay within 40 miles of Hadrian's Wall each year. Yet despite being less than an hour's drive away, the majority of these potential visitors choose to visit other places instead.

Type
Chapter
Information
Presenting the Romans
Interpreting the Frontiers of the Roman Empire World Heritage Site
, pp. 157 - 170
Publisher: Boydell & Brewer
Print publication year: 2013

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Save book to Kindle

To save this book to your Kindle, first ensure coreplatform@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×