Creating place identity through heritage interpretation

Abstract One of the principal functions of heritage interpretation is to enhance the visitor's sense of place and place identity. If this is to occur, the interpretation should be planned and designed with that outcome in mind. The research reported in this paper was an empirical study which, drawing on social identity theory, attempted to assess the effectiveness of a museum in contributing to visitors’ sense of place and awareness of a town's heritage. The results show that Guildford Museum was successful in this respect. However, only certain aspects of the museum displays were responsible for this effect, in particular those displays concentrating on the people and activities of the town, rather than the built heritage. The case is made for a more theory‐driven approach to research in heritage interpretation, which can suggest prescriptive roles and functions for museums and heritage sites. Heritage has been cast in the role of both saviour and sinner – saviour for spearheading the introduction of regenerative tourism and conservation programmes into declining urban, industrial and rural areas, and sinner for trivialising history and inculcating within the public a reactionary, superficial and romantic view of the past2. The promotion of heritage may, more often than not, have been little more than a cynical attempt to exploit and satisfy the public's appetite for reconstructing and fabricating comforting and nostalgic images of, and myths about, the past. Equally, however, there is little doubt that heritage interpretation can play an important role in enhancing people's awareness, understanding and appreciation of time and place. If this is to occur, the interpretation needs to be planned and designed with that outcome in mind. This will only be successfully achieved if it is informed by sound theory.