Books as Souvenirs THE TOURISM AND HERITAGE BOOK MARKET

Rachel Noorda, University of The Tourism Industry “Tourism is now set to become the world’s largest industry” (Harrison, 2002) In 2012, approximately 6.49 million tourists visited (Visit Scotland, 2012) Scottish tourism sector worth £4.3bn (The Scottish Government, 2012) Importance of souvenirs

The Twenty-First Century Tourist Place reviews ◦ TripAdvisor Online interactive maps ◦ Google Earth ◦ GPS apps ◦ Place specific apps

Place Marketing “An expression of cultural features that are already part of that place’s identity” (Kavaratzis and Hatch, 2013) “Dialogue between culture, expression and the brand itself ” (Hatch and Schultz, 2002) Scotland as Brand “tourism branding has tended to be intertwined with national identity” (Hall, 2002) “powerful destination brands evoke rich emotions and associations and have a strong pulling factor” (Morgan, 2002)

Digital or Print? “The overall travel book market has declined by 41% to £73m over the past five years” (The Bookseller, May 2013) Publishers “face fierce competition from free content via TripAdvisor or Google” (The Bookseller, May 2013)

Historic Scotland “Historic Scotland is an Agency within the Scottish Government and is directly responsible to Scottish Ministers for safeguarding the nation's historic environment, and promoting its understanding and enjoyment” (Historic Scotland website). More than 300 historic sites

Visitors to Scottish Heritage Sites (2013)

National Museum Castle

Urquhart Castle Glasgow Cathedral Wallace Monument Linlithgow Palace Battle of Visitor Centre Castle Stirling Old Town Jail

0 20 40 60 80 100 120 140 160 180 200 Number of visitors (by 10,000)

Historic Scotland, “Historic Scotland Visitor Numbers and Annual Income”, 2013 Number of Titles at Scottish Heritage Sites

National Museum Urquhart Castle Stirling Old Town Jail Stirling Castle Edinburgh Castle Glasgow Cathedral Linlithgow Palace Wallace Monument Visitor Centre

0 100 200 300 400 500 600 700 Number of Titles Bestsellers Ancestry Tourists

Edinburgh Castle Urquhart Castle Stirling Old Town Jail Ancestry Tourists

50 million people in the world have Scottish ancestry Approximately 213,000 ancestry tourists visit Scotland per year

Visit Scotland, “Summary of Ancestral Research”, 2012 Location Specific

Urquhart Castle Bannockburn Linlithgow Palace Location Specific

Doune Castle Placement By Product By Theme

Edinburgh Castle Urquhart Castle Promotion Doune Castle ◦ “Book of the Month”: A Trail of Fire: Four Outlander Tales by Diana Gabaldon Stirling Castle ◦ Rebirth of a Palace and Mary Was Here by Historic Scotland ◦ Crime books by Craig Robertson, local author

Conclusion

“Local books, however odd, are a pleasing keepsake, and one which makes you feel less of a transitory grackle” (Latham, 2011).