Caernarfon Castle

September 27, 2014 Garreg Goch

Caernarfon Castle hoping to draw more visitors with 'emotional mapping' technique

The Castle is first UK attraction to benefit from technique involving visitors following a typical journey and reacting emotionally at different stages.

Inside Caernarfon Castle, which is using a new technique to enhance visitor experience.
An ‘emotional mapping’ technique from Sweden is being used to improve the experience for visitors to Caernarfon Castle.
The castle is one of Wales’s top attractions and is the first UK attraction to benefit from the mapping which involves visitors following a typical journey at a location and having emotional reactions at different stages.
Triggers for these reactions are then identified so positive experiences can be highlighted and negative triggers removed or improved. Caernarfon Castle, revealed as the seventh most popular paid for attraction in Wales, attracted 177,275 visitors in 2012/13. It’s one of the most iconic locations in Wales and Wales Government monuments body Cadw is seeking to further improve its performance.
A group of over 20 people, including travel and tourism students from Llandrillo College, Communities First staff and local residents were asked to feed back on their emotional responses to different stages of their journey through the medieval castle.
Following their visit, they were asked to mark key common responses and their triggers throughout their visit.
Cadw is now using the findings of the exercise to influence new interpretation planned for Caernarfon Castle in April 2015.
Cadw interpretation head David Penberthy said: “The castle is a very popular location for tourists on drop-in visits from cruise liners so there needs to be an enjoyable snapshot experience along with a longer, more intriguing option for those who want to make a day out of their visit to the Castle, the town, the waterfront and the wider historic environment.”
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