Scotland - the brand

the long version

"Tartanry and 'Balmoralty': is Scotland's thriving heritage industry an economic blessing or the curse of negative stereotyping? Since the eighteenth century, heritage has been synonymous with 'heritage tourism'. This book is the first to explore the images which this industry conveys and to analyse its centrality to Scotland's definition of itself." "Based on an influential study by three leading sociologists, it examines the specific role and character of the major players in Scottish heritage - the National Trust for Scotland, the Scottish Tourist Board and Historic Scotland - as well as the lairds who have a stake in the industry. In describing its consumers, the authors show how heritage fits into their patterns of leisure, consumption and lifestyle. It also discusses the importance of 'heritage' (as opposed to 'history') to the country's identity and politics."--Jacket.