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Hamlet Live: the 7 I’s Experiential Strategy Framework for heritage visitor attractions

Lund, Niels Frederik; Holst-Beck, Peter; Pine II, B. Joseph; Leask, Anna


Niels Frederik Lund

Peter Holst-Beck

B. Joseph Pine II


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.


Lund, N. F., Holst-Beck, P., Pine II, B. J., & Leask, A. (2022). Hamlet Live: the 7 I’s Experiential Strategy Framework for heritage visitor attractions. Journal of Heritage Tourism, 17(2), 125-141.

Journal Article Type Article
Acceptance Date Jun 30, 2021
Online Publication Date Jul 19, 2021
Publication Date 2022
Deposit Date Aug 5, 2021
Publicly Available Date Jan 20, 2023
Journal Journal of Heritage Tourism
Print ISSN 1743-873X
Electronic ISSN 1747-6631
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 17
Issue 2
Pages 125-141
Keywords Heritage visitor attractions, co-creation, storytelling, experience economy, authenticity, theatre
Public URL


Hamlet Live: The 7 I’s Experiential Strategy Framework For Heritage Visitor Attractions (accepted version) (574 Kb)

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