The "Outlander-effect" on social media: Screen tourists' perceptions of Scottish cultural heritage sites
Since the release of TV series Outlander in 2014, cultural heritage sites throughout Scotland that were used as film locations saw an influx in visitor numbers. As a result, these sites had to contend with both their historical narrative, and with a fictional narrative as presented on screen. This research found that screen tourists, both diasporic and non-diasporic, not only focus on the Outlander narrative, but also focus on the historical narrative that is presented on-site. It turned out that locations that were very recognisable for viewers of the series, were photographed and shared online more frequently than locations that were less recognisable or where it remained unclear for visitors which parts of the site had been used for filming. In social media posts of sites that were recognisable, people more often referred to the series and the scenes filmed there compared to posts of sites that were less recognisable and where the focus was mainly on the historical narrative of the site.
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