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

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.

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Introduction: Lincoln’s copy of the Magna Carta as a heritage attraction

Whilst small in size and less easily accessible than many other UK cites, Lincoln is rich in heritage. A case in point is the castle, which was built in 1068 by William the Conqueror. Along with Lincoln Cathedral, it dominates the city from its uphill location on Castle Hill. In attempts to make it more of a tourist attraction, there has recently been a regeneration of the castle (Historic Lincoln Trust, 2017). Between 2011 and 2015, 22 million pounds was spent on it and reports indicate that Lincolnshire’s tourism industry has grown substantially in that time (Gilbey, 2016). It is in Lincoln that one of the few copies of the Magna Carta survives. It is one of the world’s most famous heritage artefacts (Danziger and Gillingham, 2003; Bennett et al., 2007; Ashbridge 2015). It influenced significantly the founding documents of the United States and the United Nations Declaration of Human Rights and additionally, Magna Carta is a key document in UNESCOs Memory of the World programme (UNESCO.org 2017). The Magna Carta’s famous clause 39, that states no one shall be imprisoned without judgement of their peers, or by the laws of the land, has reverberated throughout the world. Contained in a new purpose built centre in Lincoln castle grounds (Historic Lincoln Trust, 2017), the Magna Carta is on display. Importantly, it is a real document, not a simulacrum, meaning that the visitor experience is potentially perceived as authentic, something highly valued in heritage marketing attractions (Goulding, 2000).

In terms of background, after King John’s attempts to recapture Normandy in 1214 from the French, he returned to England (Ashbridge 2015). Here, his troubles continued with opposition from the Barons, who forced John, in 1215, to negotiate and then at Runnymede, to sign the Magna Carta (Church 2016). Numerous copies of the original document were produced. Of these, only four survive. One is owned by Salisbury Cathedral, two by the British Library and the other by Lincoln Cathedral. After the signing, Magna Carta was reissued in varying forms throughout the years that followed, becoming a central part of English Law (Linebaugh, 2008; Breay, 2002; British Library, 2016). Each of the copies of the Magna Carta is on a vellum parchment, approximately A3 in size. Lincoln’s copy lay unrecognised among the Dean and Chapter archives until the early nineteenth century (Bennett et al., 2007). Subsequently, apart from its various tours to the USA, and a time during the Second World War when it was dispatched to the same country for safekeeping, it has been on display in Lincoln Castle.

The new Magna Carta attraction opened on the 1st April 2015 (Foyle, 2015). The Visit Lincoln (2017) website notes that it took up residence “in the state-of-the-art, subterranean David P. J. Ross Magna Carta Vault within the renovated Castle walls. Go underground to see the document itself, read the words in English and learn about its history and significance in a 210° cinema.” Appendix one contains images of the exhibition, including the vault entrance, the Magna Carta document and the cinema. Using the extended servicescape perspective (Rosenbaum and Massiah, 2011), this paper reports on a study of the exhibition that centred on the production of a consultancy report, completed by a University of Lincoln marketing student. Working from a castle management approved brief, with assistance from tutor supervisors, four key objectives were identified. The first objective was to examine the extent to which visitors were satisfied with their experience of the exhibition and secondly, to see if any improvements were needed. The third objective was to establish some future research ideas. The final objective was a tutor based pedagogical one. This was to demonstrate the value of the student as producer perspective (Neary and Winn, 2009), where

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student learning occurs primarily through engagement in real research projects (Healey and Jenkins 2005).

Heritage marketing, servicescapes and Magna Carta

The current strand of research started with Ardley and Ardley (2010). This paper noted that religious, historical and political discourses converged on each other in confusing ways in the marketing of the Magna Carta. This was followed by Ardley et al., (2011; 2012), papers that evaluated the earlier Lincoln Magna Carta exhibition, where a consultancy report was also submitted by University of Lincoln marketing students. In Ardley and Voase (2013), the argument was posed that the key to meeting visitor expectations was to re-imagine Magna Carta as a sacred, rather than as secular document, the practical implication being to present it in a way as to generate significant aura. Arguably, the Magna Carta is now on display in a more auspicious space. Firstly, in terms of a relevant perspective on theory that relates to heritage attractions, the notion of experiential marketing was conceived by Pine and Gilmore (1998). Individuals who buy an experience pay to spend their time enjoying a collection of events that a company is responsible for staging. Heritage marketing is always experiential (Williams 2006), where the concern is to extract the essence of the product and apply it in an interactive way. This can be seen as a process of staging, experiencing and perceiving (Yuan and Wu, 2008). This is supported by Chronis (2005; 2008), who argues that heritage marketing should be an immersive activity for consumers, where the elements of a servicescape should be imaginatively integrated, in order to form an appropriate experience.

The components of the original Bitner (1992), servicescape model are firstly ambient conditions, secondly space/layout and thirdly signs/symbols. These original physical components have been expanded by amongst others, Rosenbaum and Massiah, (2011). The first of the extra features is the social component, encapsulating customer employee interactions and relationships, exemplified by the work of Högström et al., (2010), in their analysis of service quality issues at a winter sports destination. The socially symbolic dimension has been proffered as another distinct element of the servicescape (Rosenbaum, 2005; Rosenbaum and Massiah, 2011).This is not about ‘way finding’ but the meanings consumers attach to signs. It can include brand communications and also, the transmission of culturally significant meanings (Berger and Luckman, 1967). Finally, there is the natural dimension and the incorporation of elements associated with the environment. This includes views of and access to differing natural landscapes, as represented by the immediate outside surroundings (Ardley and Chen, 2017). A critical perspective notes however, that the basis of the servicescape model is in environmental psychology, succinctly explained by Aubert-Gamet, (1997) as a transmitter (A), utilising a factor (X), which in turn, does something (Y) to a receiver (B). In this case, the assumption is that the environment is built exclusively by the transmitter. This fails to take into account the way in which consumers might re- appropriate spaces for themselves, where they rebel against planned functions and meanings (Venkatraman, and Nelson, 2008). The notion of action and meaning being based on a stimulus organism response model represents a limited view of individuals (Aubert-Gamet, 1997).

Methodology

The approach deployed mixed methods, where the use of different research techniques is intended to be complementary, not as ways to triangulate data, as some advocates suggest

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(Jick 1979). Consequently, the study is based on a pragmatic philosophical approach, where quantitative and qualitative research are seen as being at either end of a single continuum. In support of this, Matthews and Ross (2010), propose that any social phenomenon can be understood from different perspectives, in order to try and get a holistic representation of what is happening. Subsequently, the questionnaire used in this study contained a number of closed and open ended questions. Qualitative research is used to understand what the Magna Carta means as a document to particular individuals and, in other cases, quantitative questions are used to specifically rank the importance of features in the exhibition, like the quality of signage. In support of mixed methods, it can be argued that the use of one methodological perspective alone has potential limits (Tashakkori and Teddlie, 1998). Pragmatism probably aligns more with critical realism (Fairclough, 2005) and the subjective objective binary, than to any other philosophical approach used in research.

The first section of five on the questionnaire collected background data on visitor’s gender, age range and distance travelled. The second and third sections of the questionnaire took respondents through elements of the physical servicescape using a Likert scale. Assessments were made on a scale of 1, very poor, to 5, very good. Firstly, respondents were asked to rank the exhibition presentation and the clarity of signage, access and cleanliness. This aspect covered mainly the space/function elements and the signs, symbols and artefacts dimension, apart from cleanliness, an ambient feature. Next, respondents were asked to rank the other ambient dimensions, being the quality of lighting, sounds, scent, colour and temperature. The fourth part of the questionnaire asked respondents to rank value for money, whether the film added value to the exhibition and if the volunteer guides were useful. The fifth part of the questionnaire was qualitative, capturing responses to the extended servicescape. Open ended questions were asked about what made people want to visit the exhibition, their perceived relationship with the Magna Carta document and how they thought the overall experience could be improved.

The research for this project was conducted over three days during a public holiday. A non-probability, convenience sampling approach was adopted, where respondents were selected and approached by the student researcher. No incentives were used and a form of debriefing was provided at the top of the self-completion questionnaire. Whilst issues of generalisability can be raised about the sample, the point is that the results of the research indicate important questions worthy of development and future research. Small scale research has value, if we see all data as an end in itself (Hackley, 2003). Obvious prosaic limitations were that the area outside the exhibition was cold, meaning some people may not have wanted to stand and complete a questionnaire during these periods and also, some visitors were in an evident rush to do other things.

Findings: Magna Carta and the extended servicescape

The questionnaire was completed by 123 people, out of the 400 visitors who attended the attraction during the stated time period. Of the former number, 61 % of visitors were female and 39 % were male. Of these, 35% - the majority - were aged between 50 and 65. Most people had travelled 25-50 miles to visit, from Lincolnshire, into Nottinghamshire and bordering Yorkshire. However 27 % travelled over 100 miles to see the Magna Carta, with some respondents stating they were from Australia and South Africa. In terms of motivation to attend the exhibition, there were a wide variety of themes evident, with the key one being

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an interest in history, exemplified in the following quote. “To see the history and the story of the Magna Carta.” Other motivations included having a day of leisure, a desire to learn, wishing to see Lincoln and the castle and more pedestrianly, just wanting to have something to do. These types of reasons for visiting heritage attractions are documented in the literature. For example Poria et al., (2004) note the significance of learning and recreational experiences and for Masberg and Silverman (1996), visitors to heritage sites have an attraction to and interest in, history.

Based on the ambient conditions of the servicescape, the responses exhibited a high percentage of ‘good’ and ‘very goods’. Significantly, these results are different from the data obtained in the previous study (Ardley et al., 2012). The latter indicated the particular problem of the dingy lighting in the exhibition. In the current study lighting was viewed positively, with 86% of people stating that it was either ‘very good’ or ‘good’. An interesting issue arising from our present study of the ambient conditions was that of scent. One finding concerns the notion of the scentscape (Girard, et al., 2016) and its relationship with the wider servicescape model. Scent is important, as it alters the perceptions of people within service settings (Rosenbaum and Massiah, 2011). Whilst the nature of the question meant that little specific detail could be elicited from respondents, results, across all age ranges and genders, indicate that scent was mainly ranked at ‘average.’

From our data on the space and function dimension of the servicescape, it is apparent that the exhibition is well presented and accessible, with almost 97% of respondents stating that exhibition accessibility was ‘very good’ or ‘good’. Further, 93% of respondents stated that the exhibition presentation was ‘very good’ or ‘good’ Again, this result is in contrast to the data obtained in the previous study (Ardley et al., 2012), where people wished to see a bigger area devoted to the Magna Carta in order to emphasise its importance. The previous study also showed visitor activity was constrained due to the cramped layout of the exhibition area, where people moved quickly through the display, without spending much time viewing the document or getting involved in other things associated with the presentation. Being in a more striking environment contributes to the aura around the Magna Carta, in contrast to the previous exhibition with cardboard cut outs of castle walls. In this physical dimension, the current Magna Carta film is included, as the spatial-layout element covers any technology that assists users within the service environment (Rosenbaum and Massiah, 2011). Here, 84% of respondents stated that the film was either ‘very good’ or ‘good’.

However, in the qualitative responses, some people stated that more information was needed on the Magna Carta and its times. One respondent pointed out that what is needed are “More information boards which detail the history of the Magna Carta, because I almost chose not to watch the film which would have meant I wouldn’t have received the information” . To supplement this, one respondent noted that there should be “More to look at other than the documents. What was it like before Magna Carta; how did it improve (things), tell us by using stories perhaps?” Other critical comments were made about the layout of the film area (see the image in the appendix) in terms of seating arrangements. “Raked Seating! Sadly, too many heads in the way. Otherwise excellent, lovely acting on screen too. Would like to have known the cast list”. Found wanting in the previous exhibition (Ardley et al., 2012), and noteworthy here also, is the level of interactivity and available technology. For example, “Maybe some more interactive displays to keep me interested.” This area has potential, where the use of enhanced digital technologies like virtual and augmented reality, can

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provide opportunities for consumers to co-create with providers, a range of value based experiences (Noh et al., 2009; Guttentag 2010; Binkhorst, and Den Dekker, 2009).

The data on the signage and symbols of the physical dimension (Rosenbaum and Massiah, 2011), shows that 89% of respondents indicated that the signage was ‘very good’ or ‘good’ This is in marked contrast to the previous research (Ardley et al., 2012), where it was shown that respondents identified the area of wayfinding as a problem. In our survey, we also asked about the social dimension of the servicescape, in terms of the volunteer guides. Data showed that 85 % of the visitors believed the guides were ‘good’ or ‘very good’. As Rosenbaum and Massiah, (2011) point out, customer interaction with employees influences the experience within service settings. This was captured by some of the responses, including the following. (I) had a very interesting conversation with the guide”. Related also to interactivity, in terms of employees, visitors and the social dimension of the servicescape, another respondent raised a point about using characters from the time of the signing of Magna Carta, where “Actors role play”. A good example of this is provided by (Leighton, 2007) who notes that one exhibition at the Galleries of Justice in Nottingham enabled visitors to participate in a Victorian trial. After the trial, visitors were dispatched to the cells and greeted by the prison wardens. Rosenbaum and Massiah, (2011) suggest that role playing between employees and visitors has the potential to improve the social dimension of the servicescape.

The socially symbolic dimension is very important when considering heritage sites (Rosenbaum and Massiah, 2011). The responses highlight that the Magna Carta holds high personal significance for visitor’s, suggesting that it acts, symbolically, as an identity reinforcer (Prentice and Andersen, 2007; Magee and Gilmore, 2015). One respondent suggested poignantly, that the Magna Carta exhibition connects the individual closely to their own heritage and to an associated sense of self. “It is part of what I am and believe in…” There was further evidence that the documents resonates personally with individuals. “It was a significant part of the UK’s and world’s history and still has very real relevance to us today.” Here, culture can be viewed as being constructed partly around texts (Reckwitz, 2002), where objects like the Magna Carta have a strong symbolic quality that facilitate a cognitive and collective way of ascribing meaning (Ardley and Voase, 2013). This symbolic significance is further pointedly highlighted by one respondent who commented that Magna Carta is, “The most important document for civilisation as we know it.” However, what we do not have here is an interpretation of the meaning of the Magna Carta, which can be open to widely differing interpretations. For example, Linebaugh (2008), points out that Subcomandante Marcos, the spokesman of the Zapatista indigenous people’s revolt that erupted in 1994, referred to the Magna Carta. He invoked the document not only to assert protection against oppressive state power, but to emphasize the right of people to claim common resources as well. The case is that we need to be cautious then, in ascribing one particular type of discourse to the Magna Carta document.

Finally, there is the natural dimension of the servicescape (Rosenbaum and Massiah, 2011) to consider. Many of the qualitative answers show that visitors enjoyed visiting Lincoln Castle and its grounds. One respondent said that, “The best thing was the walk around the wall. Fantastic views. Can see where the money has been spent up there.” People appreciated the quality of the natural setting and the new walls walk has enhanced the Magna Carta exhibition considerably. The final question asked respondents if they thought that the exhibition was value for money. All consumer experiences represent some form of value

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(Sandström et al., 2008) and the data shows that over 90% of respondents thought the exhibition was good value for money. To add to this value, a number of visitors wanted further tangible products to take away, for example, (A)… “Simple summary to take with me as I leave”

Conclusion: Some implications of marketing “the most important document for civilisation”

In terms of the objectives of the study, results show that firstly, visitors were generally satisfied with their experience of the exhibition, where the new display format is a considerable improvement on the old. The second objective was to determine if any improvements were needed. Although the Magna Carta film was received positively, visitors are not always able to see the screen properly, due to the layout of the cinema. This element could be improved by adding tiered seating, enabling visitors to have a more comfortable, entertaining and informative viewing experience. Another physical dimension not well rated was scent. Lincoln Castle may wish to conduct further research here, as it might offer up some intriguing results. This in part, is about our third objective, the highlighting of further research opportunities. Questions arise about what types of scents visitors would like to experience and how this impacts on authenticity and aura could be examined. Also, on another research topic, it would be revealing to examine incidences of consumers ‘twisting’ the Magna Carta servicescape to their own ends. Although managers of the exhibition might be concerned about their loss of control, deep phenomenological insights into consumers might be forthcoming.

Relating to both the social and the physical dimensions of the servicescape, and a problem noted in the old exhibition, (Ardley et al., 2012), is the level of interactivity. To address this, digital interactive displays about the Magna Carta could be provided. This could deliver more information as requested by visitors. The use of augmented and virtual reality experiences could make it possible for visitors to use headsets in order to see scenes from the time of the Magna Carta and to get further involved, possibly through digital gamification. Further, human interactivity could be enriched by role playing between visitors and employees, highlighting a role for co-creation (Roser et al., 2009). And, by having a copy of the Magna Carta on the wall of the exhibition, that could be written on, interactivity could be heightened, as people could produce their own laws for a 21st century Magna Carta. Additionally, as some visitors suggest, it might be worthwhile to think about providing more tangible products to take away from the exhibition, like replicas and other souvenirs.

Perhaps more significantly, through a questioning of respondents on the importance of the socially symbolic servicescape, findings reveal that the Magna Carta appears to act as a reinforcer of individual identity. Here lie certain opportunities for further research. Visitors appeared to connect strongly to their own heritage through a viewing of the Magna Carta. Whether this would be the same for different demographics, represents an issue to explore. For the largely older demographic in our study, gazing on the document appears to remind visitors of who they might be and of the various discourses that have helped to shape them. These could include the laws and values handed down by Magna Carta and possibly, more radical interpretations associated with the commons. Further research exploring the link between personal identity and Magna Carta could provide insights, into consumer identity, and also into the possible representation of heritage artefacts. Finally, the successful

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completion of this project as a consultancy report and its positive impact on learning, demonstrates the value of the student as producer perspective at the University of Lincoln.

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THE MAGNA CARTA EXHIBITION

IMAGE 1:

The Magna Carta vault and the entrance to the exhibition

IMAGE 2:

The Magna Carta document wall inside the entrance

IMAGE 3:

The cinema in the vault that shows a continuously running film of the Magna

Carta

IMAGE 4:

The Baron’s shields on permanent display in the vault entrance

IMAGE 5:

The Magna Carta document on display in a sealed cabinet

APPENDIX

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