HERITAGE TOURISM CLASSIFICATION STUDY
(Fully Developed Heritage Tourism Site)

Description
Located in downtown York, England, the Jorvik Center provides an entertainment, education, sight and smell sensual experience at the site of a Viking village discovered during the construction of the Copper Gate Mall.

Heritage Resources
The Jorvik Viking Center is an archaeological site of a Viking village. Artifacts were removed from the site, stabilized and then brought back to their original locations. The specific artifacts range from buildings to tools--all are restored and preserved for visitors to understand how an excavation is conducted and how the Viking culture worked.

How Visitors Interact with Resources
The experience is provided by entering at street level, paying a fee of $8.00, and being escorted down the stairs to the Viking Village level. After passing through a maze of descriptive panels, the visitor enters a small electric car (time car) and travels slowly backward in time (facing backward) viewing panoramic scenes of historic events, first World War II, then World War I, the British Civil War, and then arriving in the Viking historical period, about 1,000 A.D. All of this is explained by audio narrative.

The visitor's car is then reversed and travels forward through a reconstructed village that was sacked and burned with all of its sounds, smells, and sights. The visitor travels down a street, in the time car, and into individual buildings observing the production and sale of products and foods, even passing by an ancient latrine with all of its pungent odors. The visitor then travels by a fish market and fishing boat with its smells and sounds. Now, moving forward into the present through a darkened tunnel, is a view of the actual Viking village excavation. The visitor then travels through the excavation in the exact sequence as in the reconstruction.

The process of archaeology is explained as one travels through this stabilized Viking ruin. After passing through the authentic ruined village, the visitor enters the mock up laboratories where the passenger gets out of the time car and is met by docents explaining the process of research involved in the reconstruction of the village. The visitor may look into microscopes, view seeds and learn pollen analysis and understand the use of floatation equipment. Seeds and human feces are encased in plastic and can be examined up close.

Visitor Experiences
Visitor experiences at this site are rich and varied. Intellectual stimulation is clearly reached. Emotional experiences are also evoked through the interpretation. Spiritual experiences are not a prime or planned experience for the visitors. After this trip they can visit traditional displays and a gift shop. This shop has a wide variety of gifts including everything from blood axes to erasers that smell like a latrine and fish market to scholarly publications. The visit ends with an opportunity for the visitor to stamp a coin from a die made from an original coin found at the site. The stimulation that is planned for the visitors is quite varied and rich enough to reach the benefit level.

Benefits
A major reason for this site being designated a fully developed heritage tourism site is the completeness of the benefits. Visitors, the site and the community all benefit from the visitor experience. Visitors have a stimulating, memorable experience. The site receives increased awareness of archaeological practices, in addition to revenue needed to continue the scientific research. The host community also benefits from the visitation in immediate and tangible terms. The line to enter the Viking Center is often quite lengthy, so visitors will occupy their wait time by visiting the nearby shops in the mall.

Lessons to be Learned
Many lessons can be learned at this site, but two are highlighted here. The proximity to places for economic impact is undeniably important for this site to be a fully developed heritage tourism attraction. Shopping is a critical part of the visitor experience, and this site is able to leverage its visitation to benefit the greater community in a visible way.

Another key lesson is the visitor experience and the distinctive Visitor Interaction Mechanisms (VIMs). Coin stamping and VIMs like the microscopes which visitors can use to investigate key elements are important.

Other Information
There were two basic parts in the development of this project: a feasibility study in visitors, market, location and story line; and a conceptual plan which is a stage brief containing key items that the project would like to incorporate. The cost of the conceptual plan was 20,000 lbs. sterling in the 1980's, approximately $30,000. The space needed is between 14,000 - 20,000 sq. feet. Corporate sponsors were a part of this process.

Contacts
Jorvik Center
Coppergate Center
North Yorkshire
Phone: 011-44-904-643211
Fax: 011-44-904-627097
Website: http://www.jorvik-viking-centre.co.uk/