How Events are used to Portray National Identity, Heritage and Culture: Edinburgh's Hogmanay -a Case Study

An investigation into the promotion of tourism, preservation of national heritage and culture and increasing an authentic national identity is carried out in this research project. This was done through the application of Edinburgh's Hogmanay as a case study. The 3 day festival is examined to meet the subsequent objectives: 1. How the use of experiential marketing can affect the authenticity of Edinburgh's Hogmanay. 2. What impacts Edinburgh's Hogmanay has upon the sustainability of tourism. 3. The effects of globalisation, commercialisation and marketing can have upon Edinburgh's Hogmanay. 4. Understanding the importance of national identity, culture and heritage for Edinburgh and Scotland. A literature review was then carried out to understand current problems, research and themes already established in this area. The themes examined in the literature review are, national identity, heritage and culture for Scotland; The connection between culture, heritage and national identity for events; what the use of imagery and themed experiences mean for heritage and cultural events; the portrayal of national identity through cultural and heritage events; the connection between tourism, national identity and events; globalisation, commercialisation and experiential marketing of cultural and heritage events. The themes identified in the literature review allowed for a qualitative method of research to be selected in the shape of semi structured interviews carried out with key industry workers, staff and audience participants. A methodology chapter is included to demonstrate the consideration of ethical issues. Through 11 interviews conducted, a more rounded and complete understanding of Edinburgh's Hogmanay and its logistics was achieved. These interviews were constructed to allow the identification of 5 key themes in relation to the literature and the overall aim and objectives of the research project. The results and discussion then demonstrated different attitudes and opinions regarding the promotion of heritage, culture and identity through Edinburgh's Hogmanay. This allowed for conclusions to be drawn and recommendations to be made.ba_eveunpub1730_ethesesunpu