Original Scientific Article
Archaeological Tourism Products:
Towards a Concept Definition
Katharina Zanier
University of Ljubljana, Slovenia
Institute for the Protection of Cultural Heritage of Slovenia
katharina.zanier@ff.uni-lj.si
Tajda Senica
Institute for the Protection of Cultural Heritage of Slovenia
tajda.senica@zvkds.si
Archaeological site managers generally recognize the economic benefits of archae-
ological tourism, but many sites still have many unexploited development opportu-
nities. The importance of connecting different providers of products and services
is still too often overlooked. Despite several publications dealing with different as-
pects of archaeological tourism, we found that the definition of one main concept is
still missing: the definition of ‘archaeological tourism product.’ The paper is aimed
at establishing and explaining this very concept, by providing its definition and cat-
egorizing it into different types and components. We moreover point out principles
to be considered in its development and problems related to the loss of authenticity
which frequently emerge in its commercialization. Ultimately, our aim is to highlight
the importance of developing integral archaeological tourism products thatmeet the
needs andwants of tourists and at the same time ensure preservation and sustainable
management of archaeological heritage.
Keywords: archaeological tourism product, archaeological tourism, archaeological
park, archaeological route, sustainable development
https://doi.org/10.26493/2335-4194.16.205-220
Introduction
Archaeological tourism, or archaeotourism as it is also
called, is a growing branch of cultural tourism which
also helps to increase public awareness of archaeo-
logical heritage as well as its preservation (Egri, 2021,
p. 93). From a historical perspective, archaeological
tourism has a very long tradition. Early forms of ar-
chaeological tourism, or journeys aimed at visiting
the vestiges of the past, can be traced back to antiq-
uity, with a master example in the figure of Pausanias
and his Description of Greece (2nd century ad). Sim-
ilarly, the Grand Tour (mostly between the 17th and
early 19th century) can also be seen as an early form of
archaeological tourism (Melotti, 2007; Díaz-Andreu,
2020).
In more recent years, archaeological tourism de-
veloped as a specific discipline, with a rich theoretical
background (e.g. Melotti, 2011; Mihelić, 2011; Comer
& Willems, 2019; Timothy & Tahan, 2020) and with
its own fairs. TheMediterranean Exchange of Archae-
ological Tourism fair in Paestum has been organized
yearly since 1998 with the participation and exchange
of experiences among countries reaching beyond the
Mediterranean area and the Middle East.1 Since 2015,
1 www.borsaturismoarcheologico.it/en/partner/
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
another similar event, tourismA, has taken place every
year in Florence.2
At the time of the coronavirus epidemic, as even
more people began to retreat from the urban environ-
ment and into nature, where a large part of archae-
ological sites are located, we can assume that their
potentials have increased even more. This is also re-
lated to the fact that several cultural heritage institu-
tions, such as museums, architectural complexes, etc.,
which represent the main attractions for culturally in-
terested visitors, were at least partially closed to the
public (Geser, 2021, p. 6), while several archaeological
sites (which are mostly open-air) were not subjected
to restrictions. Although the managers of archaeolog-
ical sites recognize the advantages of archaeological
tourism, most of the sites still have considerable un-
tapped potential, especially in terms of connecting dif-
ferent providers of services necessary for a successful
touristic approach. This problem was tackled by the
ArcheoDanube project (Archaeological Park in urban
areas as a tool for Local Sustainable Development), in
the frame of which we performed the research pre-
sented in this paper. The project was co-funded by
the European Union (erdf, ipa, eni) in the frame of
the Interreg Danube Transnational Programme and
was joined by 15 partners3 from 11 different countries
(Austria, Bosnia and Herzegovina, Bulgaria, Croatia,
Czech Republic, Germany, Hungary,Moldova, Roma-
nia, Serbia, and Slovenia). One of the main objectives
of the project was the development of archaeological
tourism in the Danube macro-region by improving
the management of archaeological heritage with spe-
2 www.tourisma.it/home-2/
3 These are: City Municipality Ptuj; Institute for the Protec-
tion of Cultural Heritage of Slovenia; First Hungarian Re-
sponsible Innovation Association; West-Pannon Regional
and Economic Development Public Nonprofit Ltd; Roma-
nian Academy Cluj branch, Institute of Archaeology and
History of Art; The National Museum of Unification Alba
Iulia; City of Vodnjan – Dignano; Association of Culture &
Work; BulgarianAssociation for Transfer of Technology and
Innovation; Regional Development Agency of the Pilsen Re-
gion; Sustainication;Museum of Srem;Municipality of Cen-
tar Sarajevo; City Hall of ChisinauMunicipality; Rousse Re-
gional Museum of History.
cial emphasis on archaeological parks (Anranter et al.,
2021; Drda-Kühn, 2021; Zanier & Ratej, 2021; 2022a;
2022b; Zanier et al., 2022; Egri, 2021, 2022; Danube
Transnational Programme, 2022).
Despite several valuable studies and publications
dealing with different aspects of archaeological tour-
ism, we found that a definition of the main concept is
still missing: the definition of ‘archaeological tourism
product.’ In fact, in the literature this concept has not
even been extensively presented or thoroughly anal-
ysed, although the term is frequently used. In this pa-
per,4 we therefore propose our own definition of ar-
chaeological tourismproducts, that we developed pro-
ceeding from already existing definitions of cultural
tourism products and considering a wide range of case
study examples, i.e. established archaeological attrac-
tions sold to tourists from all over Europe and beyond.
We also substantiate why we believe that archaeolog-
ical tourism products need to be considered as a spe-
cific concept, separated from cultural tourism prod-
ucts. We then define different types of archaeologi-
cal tourism products and identify, as well as explain,
their possible components. In the last part, we present
different steps for developing archaeological tourism
products and point out problems related to the loss of
authenticity which frequently emerges in their com-
mercialization.
Methodological Premise
Our aim is to propose a concept definition of archaeo-
logical tourism products and their systematization in
different types and components, which does not yet
exist in the literature. We started our research by re-
viewing the definition of (cultural) tourism products.
Since the definition of archaeological tourism prod-
ucts had to be newly established, we implemented a
comparative analysis of case studies. Firstly, we anal-
ysed the 10 pilot archaeological sites included in the
ArcheoDanube project (Zanier & Ratej, 2021, pp. 131–
4We attempted a first definition of ‘archaeological tourism
product’ in a short publication about archaeological tourism
(Egri, 2022, pp. 33–41) and we would take here the opportu-
nity to improve the definition itself and to better explain and
deepen the concept as well as related topics.
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152).5 Since these archaeological sites are still develop-
ing their tourism potential and can still hardly be rec-
ognized as tourismproducts, wewidened our research
to nine already established archaeological tourism at-
tractions of the same Danube macro-region (Zanier
& Ratej, 2021, pp. 33–52).6 Both these steps were per-
formed through survey research, collecting the data
in the form of a questionnaire with the help of all
ArcheoDanube project partners. In addition, we col-
lected data about numerous case study examples from
all over Europe, 17 of which were selected as good
practices (Anranter et al., 2021).7 Furthermore, five
5 The sites are (listed in countries’ alphabetical order): the pre-
historic archaeological site Vranjače and the Harem of Kalin
Hadži Alija’s mosque (built in 1535 and demolished in 1947)
in Sarajevo for Bosnia andHerzegovina; the late antique and
medieval fortress in the ‘Horizon’ residential area at Balchik
in Bulgaria; the medieval town of Cherven and the rock-
hewn churches of Ivanovo not far from the city of Rousse,
also in Bulgaria; the open air museum ‘Park kažuna’ in Vod-
njan –Dignano for Croatia, displaying typical vernacular ar-
chitecture of the Istrian (and also broader Adriatic) area; the
medieval castle ‘Old Pilsen’ on the Hillfort Hůrka in Starý
Plzenec for the Czech Republic; the Iseum or temple of Isis
and the Romkert or ‘Ruin garden’ (with remains of the ‘Am-
ber Road,’ governor’s palace, public baths, Mercury sanc-
tuary and other buildings) in Szombathely, i.e. the Roman
town of Savaria in Hungary; the ‘Visterniceni archaeologi-
cal area’ with a bastion fortress built in the 1770s’in the city of
Chisinau inMoldova; the Alba Iulia fortress in the homony-
mous city in Romania, which includes fortifications from
different eras (a Roman camp, a medieval fortress and the
Austrian bastion fortification built in the 18th century); the
archaeological areas of theRoman townof Sirmium in Srem-
ska Mitrovica in Serbia; the ‘Archaeological Park Panorama’
(in development?) with underlying remains of the Roman
town of Poetovio in Ptuj for Slovenia.
6We considered Carnuntum in Austria, the Radnevo ar-
chaeological park in Bulgaria, the site of Pohansko and
the Archaeoskanzen Trocnov in the Czech Republic, the
Archäopark Vogelherd and the ArchaeoCentrum Bayern-
Böhmen/Čechy-Bavorsko in Germany, the Iseum in Szom-
bathely in Hungary and the archaeological parks of
Emona/Ljubljana and Simonov zaliv in Slovenia.
7 The following good practices were identified: the archaeo-
logical parks ofAguntumandCarnuntumaswell as the ma-
muz museum in Austria, the Neolithic settlement in Tuzla
archaeological attractions were selected as examples
of integral archaeological tourism products: these are
Salzwelten in Austria, Brijuni in Croatia, the Archäo-
park Vogelherd in Germany, the archaeological park
of Herculaneum in Italy, and Hadrian’s Wall Country
in the United Kingdom (Egri, 2021, pp. 64–75).
For the purpose of this paper, other case study
examples were analysed in order to cover the full
spectrum of integral archaeological tourism prod-
ucts. These are essentially the Selinunte Archaeologi-
cal Park and the archaeological site of Rome in Italy,
the Roman Emperors and Danube Wine Route, ar-
chaeological tours all over the world of the Archaeo-
logical Institute of America, DigVentures archaeolog-
ical excavation camps, the Archaeological Festival in
Biskupin in Poland, as well as the Castle Park Archae-
ological District andMoccasin BendNational Archae-
ological District in the United States.
The comparative analysis performed on the above-
mentioned case study examples converged into the
definition and systematization of archaeological tour-
ism products, which we present in this paper. Due to
the extensiveness of the research,we refer to the above-
quoted studies for details on the single case study ex-
amples and their analysis.
Definitions of (Cultural) Tourism Products
Archaeological tourism, which attracts tourists pri-
marily with the aimof acquiring new knowledge about
past human activity, is, of course, part of the broader
term ‘cultural tourism.’ As a result, when developing
in Bosnia-Herzegovina, the medieval town of Cherven in
Bulgaria, the Pavlov ArcheoPark in the Czech Republic, the
Fortress of Culture in Šibenik in Croatia, the archaeologi-
cal park of Bibracte in France, Xanten Archaeological Park
in Germany, the Gorsium-Herculia Archaeological Park in
Hungary, the archaeological park of Pompeii in Italy, the
Alba Carolina Fortress and the Museikon museum in Alba
Iulia in Romania, the Viminacium Archeological Park in
Serbia, the Pavilion for the presentation of archaeological re-
mains in Celje in Slovenia, as well as the LondonMithraeum
and the archaeological park of Vindolanda in the United
Kingdom. The aforementioned sites were also used to de-
fine specific success factors and a development strategy for
archaeological tourism (Drda-Kühn, 2021).
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
the new definition for archaeological tourism prod-
ucts, we can refer to already existing definitions of
cultural tourism products, and also of tourism prod-
ucts in general.
According to Medlik and Middleton (1973, p. 138),
a tourism product can be described as a group of ac-
tivities, services, and benefits combined from com-
ponents such as attractions, facilities and accessibility
that complete the entire tourism experience.
Copley and Robson (1996) define cultural tourism
products as anything that is offered to tourists at the
destination that can satisfy their needs.
Another definition, from Richards and Munsters
(2010, pp. 52–53), describes a cultural tourism product
offered by historic cities as a combination of:
1. the core product, being the cultural tourism sup-
ply (monuments, street patterns, museums, art
galleries, theatres, cinemas, routes, local culture,
cultural events) and the related specific cultural
tourist services, such as information and educa-
tion; and
2. the additional product, being the general tourism
product elements and the related tourist services
consisting of:
• general tourist facilities and services:
– tourist organizations and travel interme-
diaries: tourist information offices, tourist
associations, travel agencies, tour opera-
tors;
– accommodation suppliers: hotels, holiday
parks, camping sites;
– catering industry: restaurants, cafés, and
pubs;
– retail business: (souvenir) shops, outdoor
markets, banks;
• transportation infrastructure:
– accessibility, signposting, parking facili-
ties;
– private and public inner-city transporters:
taxi companies, city bus service, under-
ground.
Mckercher and Du Cros (2015, pp. 154–155) also di-
vided the concept of cultural tourism product into the
core product (themain attraction), the tangible product
(that converts benefits into something consumable for
tourists), and the augmented product (additional value
of the product for tourists).
Cultural tourism products can also be defined as a
packed-up presentation of cultural heritage thatmeets
all of the requirements of tourist demand in the desti-
nation while also providing high-quality support ser-
vices to ensure a positive overall experience (Mihelić,
2019, p. 80).
According to the World Tourism Organization
(2019, p. 18), ‘a tourism product is a combination of
tangible and intangible elements, such as natural, cul-
tural, and man-made resources, attractions, facilities,
services, and activities around a specific center of in-
terest which represents the core of the destination
marketing mix and creates an overall visitor experi-
ence including emotional aspects for the potential cus-
tomers. A tourism product is priced and sold through
distribution channels and it has a life-cycle.’
Our Definition of Archaeological Tourism Product
From the review of various definitions of (cultural)
tourism products, especially on the basis of Richards
andMunsters (2010, pp. 52–53) and theWorldTourism
Organization (2019, p. 18), and considering the com-
parative assessment of all the above-mentioned case
study examples, we suggest defining an archaeological
tourism product as follows:
An archaeological tourismproduct is composed
of the main archaeological attraction or a group
of such attractions, which represents the core of
the destination, as well as of assets and services
such as information, interpretation, and educa-
tion, accessibility to the destination, accommo-
dation facilities, and other services that satisfy
the needs of tourists at the destination and cre-
ate an overall visitor experience in accordance
with the principles of authenticity and sustain-
ability.
In other words, an archaeological tourism product
is composed of:
• the archaeological core product, being the archae-
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
ological tourism supply to be used in a sustain-
able way (archaeological parks, sites, or monu-
ments as well as archaeological theme parks; ar-
chaeological trails and routes; archaeologicalmu-
seums and archaeological open-airmuseums; liv-
ing history and experimental archaeology events;
archaeological excavations and other archaeolog-
ical research activities open for the public; spe-
cific cultural tourism services such as informa-
tion, interpretation, and education); and
• the additional touristic product, being the general
tourist facilities and services (food and bever-
age; accommodation; transportation; shopping;
recreation, sport, wellness and entertainment;
tourist organizations and travel intermediaries).
Archaeological Tourism Products vs Cultural
Tourism Products
Most definitions emphasize information and educa-
tion as an essential part of the cultural tourismproduct
(e.g. Chiriko, 2020, p. 4). This is also especially impor-
tant for archaeological tourism products, but here the
field of interpretation has to be emphasized evenmore.
In order to be comprehensible to the average visitor,
archaeological attractions need a more extensive and
high-quality interpretation than other cultural desti-
nations.
External factors such as politics, the economy, as
well as social and cultural aspects have an impact on
the development of cultural tourism products and the
same is also valid for archaeological tourism products,
as they are based on long-termmanagement of archae-
ological attractions.8 Preservation and conservation
of archaeological heritage is particularly demanding.
Archaeological remains are injured and fragile relics,
with special needs in relation to conservation and pro-
tection procedures, if we would like to display them.
They are not usable as they are, unlike other types of
cultural heritage (e.g. a castle that can be renovated
and used in a similar way as it was designed for); a
new usage concept has to be designed (Zanier, 2016, p.
8 On the special needs of archaeological heritagemanagement
cf. e.g. Breznik (2014a, 2014b), Pirkovič (2018; 2022), Egloff
(2019), and Zanier and Ratej (2022a; 2022b).
79; 2017, p. 29). It is also important to consider that an
increased number of visitors can seriously threaten the
preservation of archaeological remains; on the other
hand, any restriction of visits can lead to negative reac-
tions fromvisitors. Archaeological sites are also threat-
ened by looting and vandalism, so security systems are
essential in the frame of archaeological tourism prod-
ucts.
The principle of authenticity also has to be espe-
cially stressed in relation to archaeological tourism
products. Archaeological sites adhere to the concept
of ‘ruins,’ and any reconstruction can be misleading,
i.e. lead to confusion for the uninformed visitor. The
balance between authenticity, interpretational supple-
ments, and conservation/protection measures is very
difficult to achieve in archaeological sites.
Because of all the above-mentioned peculiarities,
research, staff training, and specialization seem to be
even more important within archaeological tourism
products. The same is valid for cooperation and ex-
change with all stakeholders involved in developing
the product.
We constantly come across examples of cultural
heritage managers focusing on tangible assets rather
than understanding how to provide quality tourism
experiences. It is crucial that archaeological heritage
managers also understand the needs and desires of
tourists, so that their archaeological tourism products
can be shaped to meet those needs and desires while
also meeting management goals, such as heritage pro-
tection and conservation (Comer & Willems, 2019;
Mckercher & Du Cros, 2015).
Types of Archaeological Tourism Products
As mentioned above, archaeological tourism is part of
cultural tourism, which is classified under special in-
terest tourism. Cultural tourists, among whom we also
include those who seek archaeological attractions, are
not attracted by heritage in general, they are searching
for travel experiences that will help them understand
other cultures, and therefore they are seeking the in-
formational and educational element of the tourism
product, which is one of the main motives for their
tourism consumption. Although cultural tourists want
to have a sense of independence when travelling, they
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
Types of
archaeological
tourism
products
Archae-
ological
parks
Archae-
ological
routes
Organized
archae-
ological
tours
Archae-
ological
heritage dis-
tricts/reg.
Archae-
ological
festivals
Archae-
ological
excavation
camps
Figure 1 Types of Archaeological Tourism Products
tend to demand tourismproducts or services that offer
compelling high-quality experiences, and which are
integrated into a comprehensive service. Such travel
arrangements consist of a set of partial tourist services
(that include accommodation and transportation fa-
cilities) which are further subdivided into individual
services (Brezovec & Nemec Rudež, 2009, p. 133). By
understanding why tourists visit archaeological desti-
nations, providers of archaeological tourism products
and services can shape the whole experience in such a
way as to better satisfy the needs and desires of tourists
and thus meet the market demand.
Archaeological tourismproducts are also verymuch
dependent on the specific conformation of the archae-
ological tourism supply itself. As a result, we propose
to classify integral archaeological tourism products
into several different types, as listed in Figure 1.
The first type of archaeological tourismproduct are
archaeological parks,which can be considered integral
tourism products if, in addition to their main archae-
ological attraction, they also offer additional services
and products to better satisfy the needs and wants of
their visitors. A good example of such archaeological
park being an integral archaeological tourism prod-
uct is Selinunte in Sicily, which is considered one of
the largest archaeological parks in Europe, where vis-
itors can choose from a variety of products and ser-
vices such as different kinds of tours and excursions
that also take into account other attractions in the
area. A variety of information about the transportation
and accommodation facilities, events, sports, nightlife,
nearby beaches, and culinary services is provided on
site, and comprehensive information about other local
providers is also given.9
An archaeological route can also be a type of ar-
chaeological tourism product that connects different
sites and tourism and other service providers that can
be promoted under a common brand which helps
with product visibility and its competitive advantage.
This type of integration can also contribute to the bet-
ter economic development of the wider region. Most
tourists go on such trips individually, therefore it is
even more important to provide them with all neces-
sary information (besides information about archaeo-
logical attractions and sites, they may also need other
basic information about nearby markets, restaurants,
accommodation facilities, public transportation ser-
vices, information centres, petrol stations, and emer-
gency and healthcare facilities). The Roman Emper-
ors and DanubeWine Route, which connects multiple
providers, archaeological sites, and vineyards from 10
European countries, is a good example of such an ar-
chaeological tourism product. It includes various ar-
chaeological sites, attractions, buildings, and locations
associated with the Roman period.10
Guided archaeological tours are another type of ar-
chaeological tourism product that integrate additional
products and services and are adapted for different
target groups. Usually, they include transportation, ac-
commodation, escort and local guides, entrance fees
for museums or parks, meals, tourist taxes, and travel
insurance packages. The Archaeological Institute of
America, for example, offers a diverse range of orga-
nized archaeological tours to archaeological destina-
tions around the world.11
9 https://en.visitselinunte.com/archaeological-park/
10 www.romanemperorsroute.org/
11 www.archaeological.org/programs/public/tours/
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Public archaeological excavation camps can also
represent integral tourism products, if they offer addi-
tional services such as transportation and accommo-
dation services. These types of archaeological prod-
ucts are more common in developing countries, par-
ticularly in the field of volunteer tourism, which is
usually a less profitable form of tourism for the desti-
nation. In general, volunteer tourists are also known
for spending significantly less than ordinary cultural
tourists. The motives of tourists who take part in vol-
unteer work at archaeological sites can, in addition to
having a unique experience or understanding more
about other cultures and the human past, be their
devotion to helping other communities or deepen-
ing their knowledge of foreign languages (Timothy
& Tahan, 2020, p. 10). There are examples where, in
exchange for volunteer work on their archaeological
sites,managers offer paid accommodation to their vol-
unteers, and sometimes they also havemeals included.
The DigVentures platform from the United Kingdom
has a list of different archaeological sites from which
tourists can choose and apply for their volunteerwork.
They also organize other courses in relation to ar-
chaeology and provide other general information that
tourists may need or desire in the consumption pro-
cess.12 Vindolanda in the United Kingdom is also a
very well-known example in this regard, where the fo-
cus is on the volunteer excavation programme. The
site is managed and owned by the Vindolanda Trust
which is an independent charity that raises its income
from contributions and donations of the general pub-
lic and its visitors (Birley, 2018). Archaeological exca-
vation camps in Vindolanda are organized every year
and attract many volunteer tourists from all around
the world. Volunteer positions for camps are filled
months in advance and so far, with their help, archae-
ologists have already uncovered 24 of their archae-
ological site, so they predict that they have another
150 years of excavations left. This kind of archaeolog-
ical excavation camp is a good example of interactive
involvement of tourists, which raises awareness and
educates them about the historical significance and
vulnerability of the site (Anranter et al., 2021).
12 www.digventures.com/projects/
Another type of integral archaeological tourism
products are archaeological festivals that connectmany
different providers and include additional services and
products. The target groups of these kinds of staged
festivals aremostly families with children and individ-
uals. They can include animation, various workshops
both for children and adults, theatrical and musical
performances, information points, playground areas,
food and beverage areas, toilet facilities, souvenir stalls
with products from local vendors, and much more.
Two good examples are a year-long festival called the
1900 Festival in the United Kingdom that is organized
along Hadrian’s Wall.13 Another one is the Archaeo-
logical Festival in Biskupin in Poland, which has been
organized since 1995 andwhose archaeological reserve
is also one of the largest in Europe. Within these fes-
tivals, many different kinds of activities are organized,
which attract thousands of visitors.14
We add to this overview an, in the archaeologi-
cal field, somehow unusual definition: the archaeo-
logical heritage district or region,15 which can be de-
scribed as an extensive area that exhibits a degree of
cultural homogeneity in a particular period (Darvill,
2009). Products consisting of archaeological districts
or regions containing several archaeological attrac-
tions (archaeological sites, archaeological museums,
archaeological events, etc.) normally also include other
services, such as overall travel organization (travel
packages offered by travel agencies), travel services
(transport, guidance, and supply), and other services
within the archaeological district or region (accom-
modation, restaurants and bars, animation, shops,
etc.). A good example of an archaeological heritage
region is Hadrian’s Wall Country in the United King-
dom, which shows how different service and product
providers can connect and promote each other at the
13 https://1900.hadrianswallcountry.co.uk/events/
14 https://www.biskupin.pl/zwiedzanie/#kalendarium
15 The definition of ‘archaeological district’ in particular is not
very common and relates to the more usual definitions of
‘cultural district’ (cf. e.g. Wynne, 1992; Brooks & Kushner,
2001; Santagata, 2002; Nuccio & Ponzini, 2016) and ‘his-
toric or heritage district’ (cf. Ginting&Vinky Rahman, 2016;
Saleh El-Basha, 2021), both used especially in urban studies.
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
same time.16 This is one of the best examples from the
marketing point of view, as it increases the visibility of
the region as a whole. Archaeological districts include
extensive areas with a cohesive group of sites. For ex-
ample, Castle Park Archaeological District and Moc-
casin Bend National Archaeological District, which
are both located in the United States of America, rep-
resent the history of human habitation through dif-
ferent periods (History Colorado, 2022; National Park
Service, 2022).
These are, in our opinion, themain types of archae-
ological tourism products that can be offered to the
public for consumption; every other combination of
archaeological attraction with products and services,
that satisfy the needs and wants of tourists, meeting
the definition explained previously, can also be defined
as an archaeological tourism product.
How to Compose an Archaeological
Tourism Product
When designing a cultural or archaeological tourism
product, it is essential to be aware that cultural tourists
consume these products because they want to fulfil an
inner need. Archaeological tourism demand is akin
to heritage tourism demand in general, since cultural
tourists’ motives for travelling also include curiosity to
learn about other cultures and tomeet their special in-
terests, hence the educational component. On the one
hand, cultural tourists want to have a sense of indepen-
dence, but simultaneously they want their experience
to be guided and at the same time authentic. Thismust
be taken into account in the development of a cultural
tourismproduct as well as when developing an archae-
ological tourism product. One of the most important
aspects of a product is its consumption to satisfy the
needs, wants, and desires of tourists, which helps the
managers in achieving their long-term financial goals
and other goals such as education, and cultural her-
itage conservation and protection for future genera-
tions. It is crucial that the target groups of the product
are clearly identified and that the product is adapted to
their needs (Timothy & Tahan, 2020).
16 www.hadrianswallcountry.co.uk/
The commodification or transformation of assets
into archaeological tourism products is an important
step in archaeological tourism that can be offered to
tourists for sustainable tourism consumption. Because
of its complexity, scale, location, and setting, each cul-
tural heritage asset is unique; therefore, it is particu-
larly important that the managers of the archaeologi-
cal sites implement sustainable development andman-
agement and that they preserve the authenticity of the
site. Otherwise, the consequences can be irreversible
(Kotler & Turner, 1989, p. 435; Mckercher & Du Cros,
2015).
As alreadymentioned, archaeological tourismprod-
ucts are composed of different assets and services.
Some are related to the archaeological core product,
others to the additional touristic product. Archaeo-
logical tourism products are compound entities and
only appropriate components can be composed into
a sound ensemble. The thematic link should be re-
spected in most components of the archaeological
tourismproduct. But it can be also of advantage to seek
new, unexpected, surprising combinations in order to
awaken the attention and curiosity of the visitors as
well as their emotions, such aspect being continuously
more emphasized in recent tourism research (Buda et
al., 2014; Scott et al., 2017; Mitas & Bastiaansen, 2018;
Skavronskaya et al., 2019; Skavronskaya et al., 2021).
Multi-sensoriality is another important principle,
which is highlighted in recent works on the tourism
experience and tourism marketing (Isacsson et al.,
2009; Agapito et al., 2013; Meacci & Liberatore, 2018;
Gómez-Suárez & Yagüe, 2021) and we also recom-
mend it for archaeological tourism products, where
it seems even more important to bring to life the lost
multi-sensorial reality of the past (Melatti, 2011, pp.
9–10).
As we have already stressed, interpretation is espe-
cially important in archaeological tourism products,
and in this context, it is also important to take into
account people with different disabilities. In the same
way, they have to be considered in relation to all other
facilities and services of the product.
We can certainly expect that archaeological tour-
ism products will also increasingly evolve in the di-
rection of digital technology, which is especially useful
212 | Academica Turistica, Year 16, No. 2, August 2023
Katharina Zanier and Tajda Senica Archaeological Tourism Products
for the interpretation of archaeological attractions. For
example, archaeological virtual tours of sites or mu-
seums have already been included by many destina-
tions in their offer and help to enhance visitors’ expe-
riences. Particularly during the coronavirus epidemic,
when travelling to other destinations was significantly
more difficult due to strict regulations, the demand for
such products and services increased.
The networking of different providers and the com-
bination of different products and services into in-
tegral archaeological tourism products, which meet
the demand of cultural tourists at the destination, can
help with product differentiation and in increasing the
competitiveness when marketing this type of prod-
ucts.
In the following paragraphs, we identify possible
components of an archaeological tourism product as
also illustrated in Figure 2.Wefirstly highlight assets of
the archaeological core product and then its services.
Lastly, we discuss assets and services of the additional
touristic product.
Assets of the Archaeological Core Product
The basic component of an archaeological tourism
product is a place of archaeological relevance (the
archaeological destination) or a group or series of
such places, connected by spatial, thematic, cultural
or chronological relations, together composing a uni-
tary itinerary or cultural district or region, telling us
one story of our past. Such places can conform to
different types of archaeological sites, archaeological
monuments, archaeological trails (as well as routes),
archaeological parks, archaeological theme parks, ar-
chaeologicalmuseums, archaeological open-airmuse-
ums, or other museums with archaeological content.
These places have to be publicly accessible and need to
have at least minimal visitor infrastructure and equip-
ment. To understand archaeological remains, despite
their fragmentary nature, especially equipment for the
clarification and illustration of their contents, original
state and meaning, i.e. non-personal interpretation, in-
formation, and education media, seems to be essential
for all mentioned types of assets.
Some of the above-mentioned assets need some
explanation, as even at this level there is no universal
Possible components of the archaeological core product:
• Archaeological parks
• Archaeological trails and routes
• Archaeological sites
• Archaeological monuments
• Archaeological museums
• Archaeological open air museums
• Archaeological theme parks
• Archaeological excavations and other organized forms
of research activities
• Archaeological living history and re-enactment events
and activities
• Experimental archaeology events and activities
• Personal interpretation, information and education media
• Non-personal interpretation, information and education media
Possible components of the additional tourism product:
• Food and beverage
• Accommodation
• Transportation
• Shopping
• Recreation, sport, wellness and entertainment
• Tourist organizations and travel intermediaries
Archaeological
tourism product
Thematic
soundness
Multi-sensoriality
Sustainability
Authenticity
Inclusion
Figure 2 Components of an Archaeological Tourism
Product
terminological consensus. One example is the already
mentioned archaeological parks. They can represent
integral archaeological tourism products in their own
right, if they include a complete range of tourism ser-
vices. Otherwise, they can represent one of the compo-
nents of a bigger, composed product. But what specif-
ically are archaeological parks? The term has various
uses (Breznik, 2014b; Jurak, 2020). After reviewing
various definitions in recent international doctrinal
documents (icomos, 2015, 2017), based on the defini-
tion in the Croatian legislation (Zakon o zaštiti i oču-
vanju kulturnih dobara, 2020, article 6), we propose
to define ‘archaeological park’ as follows: ‘An archaeo-
logical park is a researched, protected, and presented
archaeological site or its part, that includes informa-
tive and didactic components of presentation and in-
terpretation in order to raise awareness of the impor-
tance of archaeological heritage’ (Zanier, Ratej, 2021,
p. 154).
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
A term mistakenly frequently used as a synonym
for archaeological park is archaeological open-air mu-
seum. This category is defined by the charter of the
InternationalAssociation of ArchaeologicalOpen-Air
Museums:17 ‘An archaeological open-air museum is a
non-profit permanent institution with outdoor true-
to-scale architectural reconstructions primarily based
on archaeological sources. It holds collections of intan-
gible heritage resources and provides an interpretation
of how people lived and acted in the past; this is ac-
complished according to sound scientific methods for
the purposes of education, study, and enjoyment of its
visitors.’ Archaeological open-air museums therefore
are not necessarily located on an archaeological site,
but also at other places, and consist mostly of recon-
structions.
Areaswithout archaeological remains that are open
to the public and exhibit outdoor collections of build-
ings, true to scale architectural reconstructions, and
artefacts, but intended for amusement and profit are
archaeological theme parks (Paardekooper, 2015).
The term archaeological trail is normally used for
physically existing paths crossing archaeological sites.
Archaeological routes or itineraries connect different
archaeologically interesting points (or poles of attrac-
tion), without presupposing the establishment of a
new, dedicated path.18 For their ability to connect var-
ious attractions and services, we have already men-
tioned routes between the possible types of archaeo-
logical tourism products, and frequently they perform
in fact as such.
Specific definitions for archaeological sites and ar-
chaeological monuments depend on each country’s leg-
islation. In Slovenia, an ‘archaeological site is the origi-
nal place of deposition and discovery of archaeological
remains.’ At the same time, ‘archaeological remains are
all things, and any traces of human activity from pre-
vious periods on the surface, in the soil and water, the
conservation and the study of which contribute to dis-
covering the historical development of mankind and
17 www.exarc.net/about-us/charter
18 For a review of different definitions of ‘cultural route,’ which
we consequently apply to the concept of archaeological
route, cf. Durusoy (2014, pp. 9–13).
its relation with the natural environment, for which
the main source of information is archaeological re-
search or discovery and for which it can be assumed
that they were under ground or under water for at
least 100 years and that they have characteristics of
heritage. Archaeological remains are also things re-
lated to cemeteries, as defined under the regulations
on war graves, and to war, together with the archaeo-
logical and natural context, which were under ground
or under water for at least 50 years’ (Zakon o varstvu
kulturne dediščine (zvkd-1), 2008, article 3). Protec-
tion is established with different gradations: registered
cultural heritage,monuments of local importance, and
monuments of national importance (Zakon o varstvu
kulturne dediščine (zvkd-1), 2008, articles 3, 8, 11), so
archaeological monuments (of local or national impor-
tance) represent the highlights of our archaeological
heritage.
The definition of archaeological museums is sim-
ilarly related to legal definitions concerned with the
establishment of protection of movable archaeological
finds, which are stored and presented to the public in
such museums. In Slovenia, ‘archaeological finds are
moveable archaeological remains, which have been
under the ground or underwater for at least 100 years.
Archaeological finds are also weapons, ammunition,
and other military equipment, military vehicles, and
vessels, or parts thereof, which were underground or
underwater for at least 50 years’ (Zakon o varstvu
kulturne dediščine (zvkd-1), 2008, article 3). But in
Slovenia, we do not have archaeological museums as
such, as this function is covered by the regional mu-
seums as well as by the National Museum. In other
countries, specialized museums for archaeology are
very common. Independently from the designation
of the institution, very successful synergies can be es-
tablished within a composed archaeological tourism
product by connecting archaeological sites and muse-
ums with archaeological content.
Services of the Archaeological Core Product
The archaeological core product is also composed
of activities and services of archaeological and ed-
ucational character. Typically, the above-mentioned
places dispose of services offered by specialized staff,
214 | Academica Turistica, Year 16, No. 2, August 2023
Katharina Zanier and Tajda Senica Archaeological Tourism Products
related to the explanation of its archaeological con-
tents. These are called personal interpretation, infor-
mation, and education media and they comprise dif-
ferent kinds of guided tours, workshops, and lectures.
The archaeological core product can also be based
on other activities of archaeological content, such as
public forms of archaeological excavations and other
organized forms of archaeological research activities
with the participation of the lay audience. These ac-
tivities allow visitors to participate in medias res, but
imply, of course, extensive preparation on the part of
the participants, as well as strict protocols and agree-
ments.
Further, lively participation of visitors can be as-
sured by living history events of archaeological char-
acter. These events seek to give observers and partici-
pants a sense of stepping back in time by using tools,
activities, and costume in an interactive presentation
of a specific archaeological culture or re-enactment of
a specific event related to archaeological periods. A lot
of experience has been accrued for this kind of events,
especially for later historical periods; it is clear that in
relation to archaeological periods the reconstruction
of several aspects can be problematic, because of in-
sufficient or fragmentary information. Intense prepa-
ration of the participants is therefore advised for these
events and can be part of a comprehensive learning or
research process.
Re-enactment can be also pushed to a very sen-
sitive, experienced form, which is called Live Action
Role-Playing or larp, where the participants portray
different and specific characters in accordance with an
agreed scenario, which can again be related more gen-
erally to an archaeological culture or a specific event
of relevance for an archaeological period.
Other activities and services related to the archae-
ological core product may include aspects of experi-
mental archaeology, which often implies the creation
of copies of structures and objects of a specific cul-
ture or period, based on archaeological evidence, us-
ing only appropriate technologies, tools and materi-
als. Living history and experimental archaeology can,
of course, be perfectly intertwined in order to recre-
ate comprehensive and informative experiences of the
past. Sometimes these fields are also connected to re-
search activities and help us to understand and recon-
struct specific facets of the past. Here we can point
out as an example experimental works on practical as-
pects of gladiatorial combat (Battaglia, 2002; Teyssier
& Lopez, 2007), typically performed in the frame of
popular living history events.
The Additional Touristic Product
As we are discussing archaeological tourism products
here, the touristic aspect should not fall short, either.
We must not forget that our visitors need some tradi-
tional touristic services. First of all, we have to reflect
on transportation means leading to our archaeolog-
ical destination or between a group of such destina-
tions composing an itinerary or cultural district, or
between our archaeological destinations and places
where other touristic services can be reached. We
should be able to offer our visitors different transport
options, from standard to more sportive or thematic
ones, and arrange facilities in accordance with them.
Also in this aspect, the main message or story related
to our archaeological tourism product can be reflected
by using appropriate means of transportation (e.g. in
use in the period represented by the archaeological
destination).
Food, beverage, and accommodation are, of course,
essential services for tourists and if we cannot provide
them within our archaeological destination, we need
to include suitable suggestions in our archaeological
tourism product. Fruitful collaborations are possible
with external providers and in this case a thematic re-
lation to the archaeological destination can also be eas-
ily assured (e.g. with recipes and lodging inspired by
the period or specific context illustrated by the spe-
cific archaeological destination). For example, near a
site related to the Roman military, a camping site in-
spired by Romanmilitary camps can be created, as was
tentatively established within the Claustra+ project in
Slovenia.19 Win-win solutions, which are favourable
for all partners involved, withmutual advertising and a
strong comprehensive visitor programme, can be eas-
ily established.
19 www.claustra.org/project-claustra/
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Katharina Zanier and Tajda Senica Archaeological Tourism Products
Shopping is another service that seems to be indis-
pensable in such a frame and can also create an impor-
tant link to local economic development and creative
industries. In this case, too, it is not necessary to or-
ganize specific shops and products such as souvenirs
or other local artefacts at the archaeological destina-
tion itself. However, the production and sale of such
objects in affiliated or associated shops, where the link
to the archaeological destination is still recognizable,
should be encouraged.
An archaeological tourism product may also in-
clude other services related to recreation, sport, well-
ness, and entertainment. These activities can be per-
fectly in line with the topic of the archaeological des-
tination, or they can represent a welcome diversion.
Many of these activities can be easily combined with
the visit of the archaeological destination (e.g. running
or horse riding through extensive archaeological sites)
and can represent an added value for many visitors
who are not only interested in archaeology, but would
also like to experience something else. For example,
in Rome, Archeorunning was developed in 2016 and
represents a successful, registered trademark offering
running tours through the ancient remains and much
more.20 In several archaeological areas surrounding
Rome, riding tours also are available.21 Especially in
this segment, it is possible to integrate different ser-
vices in one, combining, for example, sport, recreation,
and transportation in one activity. Some of these activ-
ities canmatch specific functions and aspects of the ar-
chaeological destination and can help to immerse the
tourist in the experience, even if they are accomplish-
ing these activities in another context (e.g. combining
a visit to an ancient thermal area with a visit to a con-
temporary spa). Also, in this case, successful collab-
orations with external partners are possible and rep-
resent a way to anchor the archaeological destination
into the local economy.
Tourism organizations and travel intermediaries
have to be part of the product, promoting, boosting,
and selling it to the public. The best product cannot
reach the buyer without a professional seller.
20 www.archeorunning.com/en/
21 www.freedome.it/passeggiate-cavallo/roma/
Analysis and evaluation of the current state of local
archaeological heritage and tourist flows
Identification of needs, opportunities, goals
and stakeholders
Planning of the archaeological tourism product
and stakeholder consultation
Implementation of the archaeological tourism product
and stakeholder collaboration
Promotion and marketing of the archeological
tourism product
Feedback analysis and updating of the archaeological
tourism product
Figure 3 Steps for Developing an Archaeological
Tourism Product
Steps for Developing an Archaeological
Tourism Product
Hence, integral archaeological tourism products are
composed of an archaeological core product and an
additional touristic product, each having different
components which can be combined into a sound,
multi-sensorial ensemble representing for the tourist
a unique, comprehensive experience. All components
do not need to be covered by one entity; networking
with appropriate local partners which can benefit in
the same way from the archaeological tourism prod-
uct should be encouraged. The chosen components of
the product should be in line with its target groups
and offer them different options, also ensuring easy
adaptation and frequent updates. In all chosen compo-
nents, principles of sustainability and inclusion have
to be respected, otherwise the archaeological tourism
product will soon be burnt out.
For the development of an archaeological tourism
product we propose to follow a simple approach (Fig-
ure 3), derived from several models for cultural tour-
ism product development.
The first step includes the analysis and evalua-
tion of the current situation concerning the archae-
ological heritage and the present tourism flows, their
216 | Academica Turistica, Year 16, No. 2, August 2023
Katharina Zanier and Tajda Senica Archaeological Tourism Products
composition, and present satisfaction grade. A report
about these aspects with solid numeric data and clear
overviews represents a necessary requirement.
On the basis of this analysis the needs and the op-
portunities, both in relation to the specific local eco-
nomic and archaeological situation, should be iden-
tified. In accordance therewith, specific goals related
to the archaeological tourism product should be for-
mulated, while simultaneously also recognizing stake-
holders. All these data should be systemized in a con-
cise strategy.
Together with the stakeholders, the planning pro-
cess of the archaeological tourismproduct should then
be started, in line with already identified needs, op-
portunities, and goals, as well as current and coveted
target groups of the product. In this, synergies should
also be recognized. Special attention must be paid to
thematic soundness, multi-sensorial experiences, sus-
tainability, and inclusion. All possible components of
an archaeological tourism product should be consid-
ered. Solutions for all of the aforementioned aspects
should be envisaged in order to plan a truly compre-
hensive product. All measures and ideas must be sys-
temized and explained in a management plan related
to the whole archaeological tourism product, not only
to the archaeological destination.Within the manage-
ment plan, a realistic time schedule for the implemen-
tation of the tourism product must be defined, as well
as indicators that will allow the progress of the ar-
chaeological tourism product to be clearly tracked.
Responsibilities, a clear management structure, and
a decision-making process should also be defined. A
management agreement should be defined and signed
by all actively involved partners. Other stakeholders
should testify their interest and support within letters
of intent.
Then, the implementation of the plan should fol-
low, making the archaeological tourism product come
to life. Collaboration with partners and stakeholders
should be kept at an optimal level, including through
frequentmeetings. In relation to the staffworkingwith
the product, ambitious professionals, kept up to date
with training, are a must. Periodical reporting, espe-
cially in relation to the defined indicators, is necessary
for progress monitoring.
As a very important step in this process, promotion
and marketing of the archaeological tourism product
should be highlighted in a special way (cf. Chiriko,
2020; Sedmak, 2017), even if these activities represent
only one part of the implementation process of the ar-
chaeological tourism product.
Once the archaeological tourism product is imple-
mented, visitors must be monitored, including quan-
titative and qualitative information. Surveys aimed at
documenting more complex qualitative data and vis-
itor satisfaction are very important, but they should
be kept to a minimum, as they can bother visitors if
they are too long. In response to the visitor feedback
and new tourism trends, the archaeological tourism
product should be regularly updated with new activ-
ities and elements. Every product has a life cycle and
after the first boom, a period of stagnation and less in-
terest is normal, and has to be overcomewith improve-
ments and novelties, the importance of which we have
already highlighted above. At this point new needs,
opportunities and goals have to be defined and the
planning and implementation process can start once
again.
Archaeological Tourism Products and the Trap
of Consumerism
After encouraging the development of integral archae-
ological tourism products, it is necessary to also draw
attention to risks and problems. In our constantly
changing, liquid post-modern society, archaeological
heritage has also become a liquid concept, or in the
words of Marxiano Melotti (2011, p. 2): ‘Archaeologi-
cal parks are gradually taking on the features of theme
parks. Museums compete to draw in visitors by offer-
ing attractions which have little to do with traditional
archaeology. These are, however, marginal signs and
remain outside a far wider process. Such changes are,
in fact, keeping pace with other far more crucial trans-
formations. Archaeological tourism no longer neces-
sarily implies contact with an archaeological object.
It is possible to enjoy experiences of an archaeolog-
ical kind in contexts totally devoid of archaeological
monuments or archaeological finds.’ In the same way,
new forms of relative authenticity are also emerging
heavily in archaeological tourism (cf. e.g. the recon-
Academica Turistica, Year 16, No. 2, August 2023 | 217
Katharina Zanier and Tajda Senica Archaeological Tourism Products
struction of the Altamira cave, visited by hundreds
of thousands of visitors), of course accompanied by
a massive use of virtual reality. The very aim of ar-
chaeological tourism, to be a mechanism enabling the
preservation, valorisation, and dissemination of ar-
chaeological heritage, is falling short in several exam-
ples, either because of the effects ofmass tourism, con-
suming the fragile remains of the past, or by creating
sensational archaeological experiences made only of
reproductions, digital media, virtual reality, shopping,
and edutainment. Hyper-tourism, consumerism, and
relativization of authenticity risk distorting and con-
suming our archaeological destinations andwe should
not aim at that.
Conclusions
The purpose of this article was to present a new con-
cept within cultural tourism, i.e. the integral archae-
ological tourism product. To successfully meet the
needs and wants of tourists that visit archaeological
attractions it is essential that managers of archaeo-
logical attractions are aware of the importance of an
integral approach when developing their archaeolog-
ical tourism product, which is composed of the main
archaeological attraction and a group of assets and
services. The result of connecting different providers
and services into an integral archaeological product
improves the overall experience of tourists who will
return home with a positive impression and will more
likely revisit and recommend a destination to their
friends and family. Although economic competitive-
ness is not so often discussed in the field of archaeolog-
ical tourism, it is important, especially in terms of pro-
viding funds for maintenance and restoration of the
archaeological heritage itself, which is best achieved
by a self-funding approach through the thoughtful de-
velopment of an integral, authentic, and sustainable
archaeological tourism product.
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