Paardekooper the value of an Archaeological Open-Air Museum is in its use There are about 300 archaeological open-air museums in Europe. Their history goes from Romanticism up to modern-day tourism. With the majority dating to the past 30 years, they do more than simply present (re)constructed outdoor sceneries based on archaeology. They have an important role as education facilities and many The Value of an Archaeological showcase archaeology in a variety of ways. Compared to other museum categories, archaeological open-air museums boast a wide variety of manifestations. Open-Air Museum is in its Use This research assesses the value of archaeological open-air museums, their manage- ment and their visitors, and is the first to do so in such breadth and detail. After a literature study and general data collection among 199 of such museums in Europe, eight archaeological open-air museums from different countries were selected as case studies. They included museums in a very varied state with different balances between public versus private funding levels on the one hand, and on the other the proportion of private individuals to educational groups among their visitors. The issue of ‘quality’ was investigated from different perspectives. The quality as assessed by the museum management was recorded in a management survey; the quality as experienced by their visitors was also recorded using a survey. In addi- tion on-site observations were recorded. Management and visitors have different perspectives leading to different priorities and appreciation levels. The studies conclude with recommendations, ideas and strategies which are appli- cable not just to the eight archaeological open-air museums under study, but to any the value of an such museum in general. The recommendations are divided into the six categories of management, staff, collections, marketing, interpretation and the visitors. They are designed to be informative statements of use to managers across the sector. Archaeological Open-Air Museum is in its use Understanding Archaeological Open-Air Museums and their Visitors ISBN 978-90-8890-103-4 Sidestone Sidestone Press Roeland Paardekooper ISBN: 978-90-8890-103-4 Bestelnummer: SSP131300001 Artikelnummer: SSP131300001 9 789088 901034 the value of an Archaeological Open-Air Museum is in its use Sidestone Press the value of an Archaeological Open-Air Museum is in its use Understanding Archaeological Open-Air Museums and their Visitors Roeland Paardekooper Submitted by Roeland Pieterszoon Paardekooper to the University of Exeter as a thesis for the degree of Doctor of Philosophy in Archaeology In February 2012 © 2012 R.P. Paardekooper Published by Sidestone Press, Leiden www.sidestone.com Sidestone registration number: SSP131300001 ISBN 978-90-8890-103-4 Photographs cover: Photograph by Hans Splinter; edited by K. Wentink, Sidestone Press / M.A. Zielinska, Mohini Visions Cover design: K. Wentink, Sidestone Press Lay-out: F. Stevens / P.C. van Woerdekom, Sidestone Press Contents List of Figures 11 Acknowledgements 21 1 Introduction 23 1.1 The Goal of This Research 23 2 The History and Development of Archaeological Open-Air Museums 27 2.1 Introduction 27 2.2 Definition 27 2.3 Deconstructing the Literature Sources 31 2.4 Themes 36 2.4.1 Romanticism 38 2.4.2 Nationalism 40 2.4.3 Germany in the 20th Century 41 2.4.4 Science and Experiment 44 2.4.5 Education and Learning 48 2.4.6 Tourism, Leisure and Events 51 2.5 Typifying the Museums - what is their Role? 53 2.5.1 Traditional Showcase Museum / Exhibition on Site or elsewhere 56 2.5.2 Archaeological or Historical Site / Site Museum 57 2.5.3 Traditional (Ethnographic) Open-Air Museum / Historic House 58 2.5.4 Natural Park or Cultural Landscape 60 2.5.5 (Re)constructed Boat / Ship 61 2.5.6 Living History Museum 62 2.5.7 Animal Farm 65 2.5.8 Theme Park 66 2.6 Conclusions 67 3 Methods and Sources 69 3.1 Introduction 69 3.2 Deriving Precise Questions 69 3.3 Critical Incident Analysis 70 3.4 Setting Research Parameters 71 3.5 Data Collection 71 3.5.1 Parameters and Practicalities 71 3.5.2 Language and Definitions 71 3.5.3 Publications 72 3.5.4 The Internet 72 3.5.5 Grey Literature 72 3.6 Broad Scale Observations 73 3.7 Focussing to a Smaller Scale: Case Studies 74 3.7.1 Selection of the Sample Museums, Structure & Size of the Sample 74 3.7.2 Collection of Data from Aims and as experienced 76 3.7.3 Measurement of the Quality provided by the Museum Management for the Case Studies 76 3.7.4 Measurement of the Quality experienced by Museum Visitors for the Case Studies 82 3.7.5 Conclusions 86 3.8 The Gaps in Quality 86 3.9 Conclusions 87 4 Broad Scale Observations 89 4.1 Introduction 89 4.2 Surveys 89 4.2.1 First Survey 89 4.2.2 Second Survey 90 4.2.3 Survey Design 90 4.3 Types of Museum Display 94 4.4 Age 96 4.5 Geography 98 4.6 Visitor Numbers 103 4.7 Keywords 104 4.8 Governance 105 4.9 Funding Issues, the EU 107 4.10 Archaeology 109 4.11 Conclusions 110 5 Eight Archaeological Open-Air Museum Case Studies 113 5.1 Introduction 113 5.2 The Scottish Crannog Centre 115 5.2.1 Introduction to the Scottish Crannog Centre 115 5.2.2 Education 117 5.2.3 Map 117 5.2.4 Management and Finances 118 5.2.5 Collections 119 5.2.6 Interpretation 120 5.2.7 Visitor Service 120 5.2.8 Understanding the Visitors to the Scottish Crannog Centre 121 5.2.9 Key Strengths and Challenges for the Scottish Crannog Centre 124 5.3 HOME 126 5.3.1 Introduction to HOME 127 5.3.2 Education 127 5.3.3 Map 128 5.3.4 Management and Finances 128 5.3.5 Collections 130 5.3.6 Interpretation 131 5.3.7 Visitor Service 133 5.3.8 Understanding the Visitors to HOME 133 5.3.9 Key Strengths and Challenges for HOME 136 5.4 The Pfahlbaumuseum 138 5.4.1 Introduction to the Pfahlbaumuseum 138 5.4.2 Education 140 5.4.3 Map 140 5.4.4 Management and Finances 141 5.4.5 Collections 143 5.4.6 Interpretation 144 5.4.7 Visitor Service 144 5.4.8 Understanding the Visitors to the Pfahlbaumuseum 146 5.4.9 Key Strengths and Challenges for the Pfahlbaumuseum 149 5.5 Lofotr 151 5.5.1 Introduction to Lofotr 151 5.5.2 Education 153 5.5.3 Map 153 5.5.4 Management and Finances 154 5.5.5 Collections 154 5.5.6 Interpretation 155 5.5.7 Visitor Service 157 5.5.8 Understanding the Visitors to Lofotr 158 5.5.9 Key Strengths and Challenges for Lofotr 159 5.6 Parco Montale 161 5.6.1 Introduction to Parco Montale 161 5.6.2 Education 163 5.6.3 Map 164 5.6.4 Management and Finances 164 5.6.5 Collections 165 5.6.6 Interpretation 166 5.6.7 Visitor Service 167 5.6.8 Understanding the Visitors to Parco Montale 168 5.6.9 Key Strengths and Challenges for Parco Montale 168 5.7 Araisi 170 5.7.1 Introduction to Araisi 170 5.7.2 Education 171 5.7.3 Map 173 5.7.4 Management and Finances 173 5.7.5 Collections 174 5.7.6 Interpretation 176 5.7.7 Visitor Service 176 5.7.8 Understanding the Visitors to Araisi 176 5.7.9 Key Strengths and Challenges for Araisi 177 5.8 The Matrica Museum 179 5.8.1 Introduction to the Matrica Museum 179 5.8.2 Education 181 5.8.3 Map 182 5.8.4 Management and Finances 183 5.8.5 Collections 183 5.8.6 Interpretation 184 5.8.7 Visitor Service 185 5.8.8 Understanding the Visitors to the Matrica Museum 185 5.8.9 Key Strengths and Challenges for the Matrica Museum 187 5.9 Fotevikens Museum 189 5.9.1 Introduction to Fotevikens Museum 189 5.9.2 Education 191 5.9.3 Map 192 5.9.4 Management and Finances 193 5.9.5 Collections 193 5.9.6 Interpretation 195 5.9.7 Visitor Service 195 5.9.8 Understanding the Visitors to Fotevikens Museum 196 5.9.9 Key Strengths and Challenges for Fotevikens Museum 198 5.10 Conclusions 200 6 Understanding the Museums 203 6.1 Introduction 203 6.2 Data Collection Issues of the Management Assessment 203 6.3 Management of the Eight Archaeological Open-Air Museums 204 6.3.1 Parameters and Practicalities 205 6.3.2 Management and Finances 206 6.3.3 Staff 212 6.3.4 Collections 214 6.3.5 Marketing 221 6.3.6 Interpretation 222 6.3.7 Visitor Service 227 6.4 Collecting Information about Visitors 232 6.5 Conclusions 233 7 Understanding the Visitors 235 7.1 Introduction 235 7.2 Data Collection Issues of the Tourist Survey 235 7.3 Tourist Visitor Characteristics 240 7.3.1 Introduction 240 7.3.2 Repeat Visits 241 7.3.3 What is their Permanent Residence? 243 7.3.4 How far have Tourists travelled? 246 7.3.5 How far have Tourists travelled that Day? 247 7.3.6 With whom are Tourists visiting the Museum? 247 7.3.7 How long are Tourists staying in this Area? 249 7.4 The Decision to visit 251 7.4.1 How did Tourists hear about the Museum? 252 7.4.2 Why do People choose to visit an Archaeological Open-Air Museum? 256 7.5 Length of Stay at the Museum 259 7.5.1 Length of Stay and were they satisfied? 260 7.6 Visit Evaluation 260 7.6.1 Ratings 260 7.6.2 Fees 268 7.6.3 Rating grouped in two Shares 269 7.7 Conclusions 271 8 Key Factors for Archaeological Open-Air Museums 273 8.1 Introduction 273 8.2 Reflection on Methods 273 8.2.1 Broad Scale Observations 273 8.2.2 The Eight Case Studies, the Management Assessment 274 8.2.3 The Eight Case Studies, the Visitor Survey 274 8.2.4 Archaeology and Archaeological Open-Air Museums 276 8.3 Analysis, Recommendations, Ideas and Strategies for Archaeological Open-Air Museums 277 8.3.1 Management and Finances 277 8.3.2 Staff 278 8.3.3 Collections 279 8.3.4 Marketing 281 8.3.5 Interpretation 282 8.3.6 Visitor Service 283 8.4 Understanding the Visitors 283 8.4.1 Tourist Visitor Characteristics 283 8.4.2 The Decision to Visit 284 8.4.3 Visit Evaluation 284 8.5 Conclusions 285 8.5.1 Not Theory Only 285 8.5.2 Basic Outlines of the Recommendations 286 8.5.3 Back to the Aims 286 Appendix A: Terminology 289 Appendix B: List of Personal Contacts referred to 293 Appendix C: Description of www.exarc.net 295 Appendix D: List of Archaeological Open-Air Museums having answered the First and / or Second Survey 297 Appendix E: List of Archaeological Open-Air Museums visited by the Author 305 Appendix F: The standardised Visitor Survey Form 309 Appendix G: Recommended Literature on Archaeological Open-Air Museums 311 Bibliography 317 List of Figures Chapter 2 Figure 2.01: The Iron Age type farm at Orvelte, the Netherlands.