Scotland's identity is inextricably linked to its heritage industry, but this connection is fraught with the tension between economic benefit and detrimental stereotyping. This book, authored by three leading sociologists, investigates the complex relationship between Scotland's self-definition and the images projected by its thriving heritage sector. It scrutinizes the key institutions like the National Trust for Scotland, the Scottish Tourist Board, and Historic Scotland, alongside the landed gentry involved in this industry. Furthermore, it examines the consumers of this heritage, analyzing how it integrates into their leisure, consumption, and lifestyle choices, and underscores the distinct importance of 'heritage' over 'history' in shaping the nation's identity and politics.

This book is recognized for its in-depth sociological analysis of Scotland's heritage industry and its impact on national identity. The authors' examination of key heritage organizations and consumer behavior provides a critical perspective on how 'tartanry' and 'Balmoralty' shape perceptions of Scotland. The work is noted for its academic rigor, drawing on extensive research to dissect the complex interplay between tourism, identity, and politics. It offers a nuanced view of whether the promotion of heritage is an economic boon or a perpetuation of limiting stereotypes.