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

Kronborg Castle's 'Hamlet Live' offers a groundbreaking experiential strategy for heritage visitor attractions, achieving success through seven interconnected elements—termed the 7 I’s framework. This interactive theatrical experience, set in the Renaissance castle and inspired by Shakespeare’s Hamlet, leverages professional actors’ improvisations to boost revenue and visitor satisfaction. The study, based on observations, interviews, and TripAdvisor reviews, identifies these elements as critical to creating extraordinary experiences. Recommendations are provided for other heritage attractions to replicate this success.

Lund, N. F., Holst-Beck, P., Pine II, B. J., & Leask, A. (2021). Hamlet Live: the 7 I’s Experiential Strategy Framework for heritage visitor attractions. Journal of Heritage Tourism, 17(2), 125–141. https://doi.org/10.1080/1743873x.2021.1951277