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Love in the Time of Visitors Study

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Submitted By annapaterlini
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intro
Mi succede sempre così. Ogni santa volta.
Ogni mercoledì scendo dalla circum e sono determinata: oggi finalizziamo la bozza del questionario! Sì si! E poi subito lo traduciamo. Inglese, francese, spagnolo e – perché no – pure tedesco. La globalizzazione è qui per restare, che diamine.

Faccio una stima rapida delle tempistiche – sicuramente entro lunedì Michela è pronta per partire con le interviste poi, io la raggiungo mercoledì e il weekend…sniff-sniff…no! Oggi niente pizza fritta di Cozzolino!
Oggi bisogna prendere decisioni importanti, siamo il team del ‘fare’, meglio stare leggeri. Ero praticamente dentro e ancora avevo le idee chiare.
Poi sono entrata ed è andata come sempre.

All’orizzonte si staglia il mare. Oggi è un po’ mosso ma è meglio così: le isole le vedi tutte, Capri, Ischia, Procida; più a destra Napoli con quel suo groviglio di vite irrequiete. L’aria è frizzante, il sole di Marzo scalda ma non abbastanza da confondere. Ciò che davvero CONFONDE è ciò che sta sotto al ponte, sotto ai miei piedi: Ercolano. Lui è lì, sornione. D’altronde, cos’altro potrebbe fare, è li da oltre duemila anni e - se tutto va bene - ci resterà ancora per parecchio. Non può certo rivelarsi a chiunque.

E io, come al solito, come ogni mercoledì da oltre un mese, vacillo.
Forse il questionario è meglio rivederlo un’altra volta prima di farlo tradurre. C’era una domanda un po’ ambigua, va sistemata, rischia di consegnarci delle risposte troppo BIASED. Anche la metodologia non mi convince, e se il campione non risultasse davvero EQUO e qualche tipologia venisse esclusa? Troppe questioni ancora sono da risolvere, ci serve più tempo...

Come al solito, come ogni mercoledì da quando lavoro al progetto di Audience Development per l’Herculaneum Conservation Project e arrivo sul sito di Ercolano, rimetto tutto in discussione.
La cosa strana, è che va bene così.
Affrontare un programma di sviluppo degli audience e in particolare, uno studio sui visitatori di un sito archeologico vuol dire cancellare ogni idea e giudizio riguardo la struttura del sito, la sua conservazione, accessibilità, l’interpretazione. Riguardo tutta l’archeologia in generale.
Capirete bene che per un professionista dei beni culturali, per un archeologo, ciò equivalga a decostruirsi da capo a piedi.

Di per sé, l’archeologia pubblica è una forma mentis prima che un settore disciplinare, una metodologia o un case study.

Molti ora sostengono, e in generale il mondo accademico sembra essere d’accordo per una volta con la politica, che il turismo è (o almeno dovrebbe) essere una delle prime forse di sostentamento dell’archeologia. Poi però, quando si entra nel merito, sembrano tutti stupirsi che questo ‘turismo’ sia in effetti composto da persone, per lo più diverse per nazionalità, intenzioni, abitudini, culture, aspettative. E soprattutto, non sono archeologi né politici – o almeno la maggioranza non lo è.

E quindi come può fare un archeologo a prendere decisioni, a fare da riferimento, da manager per un gruppo così diverso, con cui condivide poco e di cui non sa assolutamente nulla? Semplice, non può.

C’è bisogno di decostruire per poi costruire ancora, non una volta, non dieci, non cento ma mille, migliaia milioni di infinite volte.
Ma prima bisogna avere il dubbio e l’umiltà di accettare che il proprio punto di vista non sia unico e neppure necessariamente quello giusto.
[introdurre il concetto di Transpezione] Perché chi mette in discussione il proprio lavoro è già a metà dell’opera.

“Love between strangers takes only a few seconds and can last a whole life.” Simon Van Booy (the greatest exponent of contemporary romanticism in the World) probably did not write this with tourists and archaeological sites on his mind – but to me, it suits the situation just perfectly!
Quite often, tourists approach archaeology as something alien or indecipherable and they find it really hard to actually enjoy it. But if a site or a series of artifacts are presented in a way that live up to their expectations, visitors might change their attitude towards cultural sites forever.
What I do as a job is to find out what makes this potential long-lasting love actually bloom bright and wild as soon as the visitors walk into the archaeological site of Herculaneum. I have no bow and heart-shaped arrows as weapons but just a pen, a bunch of questionnaires and a lot of patience: today I am going to interview at least 40 tourists who might not be as enthusiastic about answering my questions as I am asking them.
I am an Audience Development Consultant for the Herculaneum Conservation Project (HCP) a collaborative project between the Packard Humanities Institute and the Soprintendenza (Italian local authority managing the site), supported by the British School at Rome that in the past 10 years has sought to address some of the most pressing threats to the survival of the site.
More and more museums and archaeological sites in Europe are doing what it takes to make visitors want to come and feel welcome and make sure they’re eager to return. Herculaneum is determined to make visitors ‘fall in love’ with its archaeology; and HCP is there to facilitate this process.
But, first things first: who the hell are these people coming and going from the site every day?! In order to answer this compelling question, an Audience Development Program was set up in early 2013.
The initiative I am personally contributing to is a 12-month campaign of questionnaires for independent visitors. The research, which is the first of its kind in Italy, aims to cluster tourists to Herculaneum under different profiles, in order to eventually produce targeted outreach and interpretation campaigns. Together with other shorter studies (targeting non-visitors, organized tours, schools and the local community) the program itself aspires to develop and nurture a relationship between the archaeological site, the local authority managing it and the public over the long term.
What my team does in practice are face-to-face interviews with tourists to the site at the end of their visit. We designed a questionnaire in order to gain information about their type of holiday and the reasons why they decided to come to Herculaneum. We also collect personal impressions, criticism and suggestions. Anything is welcome, as far as it helps us improving the visitor experience onsite.

I enjoy the work on the field and the whole experience of collecting data as it gives me an everyday different perspective on the site. When you work with archaeology, you are quite likely to forget that an archaeological site or a museum are also places where people come just to have a good time and maybe learn something new.
Visitor studies are then an essential tool not just to center the interpretation and outreach strategy, but also to keep the archaeology and the institution relevant to current societies and future-oriented.
You always need new tips to keep the spark alive!

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