ABSTRACT

In an increasingly competitive market for tourist destinations, visitor attractions play a key role in enticing visitors to the destination, and as such must continually develop new extraordinary experiential offerings to keep visitors coming. The Renaissance castle of Kronborg, a Danish heritage visitor attraction and the setting of Shakespeare’s Hamlet, has shown the way by staging Hamlet Live, an interactive theatrical experience. Its success is due to the professional actors’ co-creative performances and improvisations. In this study, based on observations, semi-structured interviews and thematic analysis of TripAdvisor reviews, we identify and describe seven interconnected elements that have made Hamlet Live successful in terms of revenue and visitor satisfaction. These elements form an experiential strategy framework that other heritage visitor attractions could use to create extraordinary experiences. We provide recommendations on which types of heritage visitor attractions could replicate the achievements of Kronborg’s Hamlet Live.

摘要

在竞争日益激烈的旅游目的地市场中，旅游景点在吸引游客前往目的地方面发挥着关键作用，因此必须不断开发新的非凡体验产品来吸引游客。文艺复兴时期的克伦堡城堡是丹麦遗产旅游景点，也是莎士比亚的《哈姆雷特》的取景地，通过举办互动式戏剧体验《哈姆雷特现场》展示了道路。它的成功归功于专业演员的共同创作表演和即兴表演。在这项研究中，基于对 TripAdvisor 评论的观察、半结构化访谈和主题分析，我们确定并描述了让Hamlet Live成为现实的七个相互关联的元素在收入和游客满意度方面取得成功。这些元素形成了一个体验策略框架，其他遗产旅游景点可以用来创造非凡的体验。我们就哪些类型的遗产旅游景点可以复制 Kronborg 的Hamlet Live成就提供建议。