Is Stonehenge's management postmodern?
Gazing on Stonehenge from the other side of the fence along the A344
“The idea of postmodernity indicates a modification or change in the ways in which we experience and relate to modern thought, modern conditions and modern forms of life, in short to modernity. However, in so far as modernity is itself continually in a state of flux, perpetually in motion, or processual in character the idea of a condition of postmodernity must, in turn, be situated in the relation to developments and transformations in sociality, culture, and communications, technological innovation and economic production, and political life.” – Barry Smart (1997: 39)
Management of tourism sites in the postmodern era try to break away from the “recreation only” and “education only” approaches of holiday and sight-seeing respectively. These days the lines between the two are much more blurred. People want their holiday to include learning experiences, and the fact that 70% of Stonehenge’s educational visitors are from overseas is proof of this. They are taking their recreational time to learn more about history and archaeology, visiting monuments such as Stonehenge becomes a holiday.
However, many tourists are only after what Urry calls “the tourist gaze”. “It is important to note that not only are there many attractions to which we pay homage, but many attraction are only gazed upon once. In other words, the gaze […] can be amazingly fickle” (Urry 1996: 10). This is demonstrated by tourists driving slowly past Stonehenge on the A344 and taking pictures from the other side of the fence (compare picture). The gaze is enough, there is no need to pay money and experience it in person, when a photo can be taken as proof of having been there. This of course, is not intended by the site management team, who would like the visitors to spend time at Stonehenge. Plans are being developed which would close the A344 and car access to the site, which can also be seen as preventing gate-crashers and on-lookers from catching free glimpses.
In postmodernity, green travel and the environment gain importance. Urry (2002: 90) points out that more people seem to want an appropriation of the countryside that will benefit rather than harm the area. English Heritage and National Trust are cleaning up the land surrounding the monument and returned nearly 75% of arable land to pasture, so that the setting would be more “authentic” as well as protecting buried artifacts from plough damage.
It can be argued, however, that visitors can get the full experience without ever walking around the actual stone circle. English Heritage has recently included interactive maps, picture galleries and a 360° panorama on its website. The step towards multimedia interaction is very postmodern and invites the consumers to contribute through pictures and comments; to learn about the background of historic sites and plan their visit. Where previously various sources like guide books, photos and timetables were necessary, visitors can now find all the information at once.
The visitor centre which was built in 1968 has been identified as inadequate and too small. With over 900,000 visitors per year to come through the narrow centre, it has reached its carrying capacity, the maximum number of tourists who can be accommodated without causing damage or a decline in the quality of the experience (Mathieson & Wall 1982: 184 in Simón et al 2004: 277). Although plans for a new centre have been put forward, they are currently on hold. The visitor centre does have most of the necessary facilities to accommodate visitors – e.g. car parking, café for refreshments, gift shop, level access, toilets etc. – however there is no interpretation of the site, no educational benefit for those visitors who are not on a pre-booked and organised educational visit. There are no panels at the stones explaining their location or purpose. On busy days, some visitors will not even be able to get an audio guide. There is not even a map of the site near the main entrance or tunnel at which visitors could familiarize themselves with the stone circle. With this, Stonehenge does not live up to expectations. Because the visitor centre has been built in a ditch across the A344 from Stonehenge, the narrow entrance and tunnel can become bottlenecks during peak season or even pose a health and safety threat in case of an emergency. Myra Shackley even goes so far as calling Stonehenge’s facilities “seriously congested” and “grossly inadequate” (1998: 7)
References
Urry, J. (1996) The Tourist Gaze, London: Sage Publications
Urry, J. (2002) The Tourist Gaze, London: Sage Publications
Shackley, M. (ed.)(1998) Visitor Management, Oxford: Butterworth-Heinemann
Smart, B. (1997) Postmodernity – Key ideas, London: Routledge
Mathieson, A. & Wall, G. (1982) Tourism: economic, physical and social impacts. New York: Longman as quoted in Simón, F.J.G et al (2004) ‘Carrying capacity in the tourism industry; a case study of Hengistbury Head’, Tourism Management, Elsevier Ltd.
Management of tourism sites in the postmodern era try to break away from the “recreation only” and “education only” approaches of holiday and sight-seeing respectively. These days the lines between the two are much more blurred. People want their holiday to include learning experiences, and the fact that 70% of Stonehenge’s educational visitors are from overseas is proof of this. They are taking their recreational time to learn more about history and archaeology, visiting monuments such as Stonehenge becomes a holiday.
However, many tourists are only after what Urry calls “the tourist gaze”. “It is important to note that not only are there many attractions to which we pay homage, but many attraction are only gazed upon once. In other words, the gaze […] can be amazingly fickle” (Urry 1996: 10). This is demonstrated by tourists driving slowly past Stonehenge on the A344 and taking pictures from the other side of the fence (compare picture). The gaze is enough, there is no need to pay money and experience it in person, when a photo can be taken as proof of having been there. This of course, is not intended by the site management team, who would like the visitors to spend time at Stonehenge. Plans are being developed which would close the A344 and car access to the site, which can also be seen as preventing gate-crashers and on-lookers from catching free glimpses.
In postmodernity, green travel and the environment gain importance. Urry (2002: 90) points out that more people seem to want an appropriation of the countryside that will benefit rather than harm the area. English Heritage and National Trust are cleaning up the land surrounding the monument and returned nearly 75% of arable land to pasture, so that the setting would be more “authentic” as well as protecting buried artifacts from plough damage.
It can be argued, however, that visitors can get the full experience without ever walking around the actual stone circle. English Heritage has recently included interactive maps, picture galleries and a 360° panorama on its website. The step towards multimedia interaction is very postmodern and invites the consumers to contribute through pictures and comments; to learn about the background of historic sites and plan their visit. Where previously various sources like guide books, photos and timetables were necessary, visitors can now find all the information at once.
The visitor centre which was built in 1968 has been identified as inadequate and too small. With over 900,000 visitors per year to come through the narrow centre, it has reached its carrying capacity, the maximum number of tourists who can be accommodated without causing damage or a decline in the quality of the experience (Mathieson & Wall 1982: 184 in Simón et al 2004: 277). Although plans for a new centre have been put forward, they are currently on hold. The visitor centre does have most of the necessary facilities to accommodate visitors – e.g. car parking, café for refreshments, gift shop, level access, toilets etc. – however there is no interpretation of the site, no educational benefit for those visitors who are not on a pre-booked and organised educational visit. There are no panels at the stones explaining their location or purpose. On busy days, some visitors will not even be able to get an audio guide. There is not even a map of the site near the main entrance or tunnel at which visitors could familiarize themselves with the stone circle. With this, Stonehenge does not live up to expectations. Because the visitor centre has been built in a ditch across the A344 from Stonehenge, the narrow entrance and tunnel can become bottlenecks during peak season or even pose a health and safety threat in case of an emergency. Myra Shackley even goes so far as calling Stonehenge’s facilities “seriously congested” and “grossly inadequate” (1998: 7)
References
Urry, J. (1996) The Tourist Gaze, London: Sage Publications
Urry, J. (2002) The Tourist Gaze, London: Sage Publications
Shackley, M. (ed.)(1998) Visitor Management, Oxford: Butterworth-Heinemann
Smart, B. (1997) Postmodernity – Key ideas, London: Routledge
Mathieson, A. & Wall, G. (1982) Tourism: economic, physical and social impacts. New York: Longman as quoted in Simón, F.J.G et al (2004) ‘Carrying capacity in the tourism industry; a case study of Hengistbury Head’, Tourism Management, Elsevier Ltd.
