Media Tourism and the National Trust for Scotland. Towards a model for sustainable tourism development

据估计，媒体旅游（即与文学、电影、电视剧、视频游戏等相关的旅游）吸引了五分之一的游客到苏格兰。然而，这是一个相对缺乏研究的领域。旅游媒体化是一个相对较新的、不断发展的领域，它对学术和实践都提出了挑战。许多旅游景点都属于遗产组织，如苏格兰国民信托，游客是他们重要的收入来源。然而，与媒体相关的旅游数字是不可预测的，当大量数字出现时，可能会使网站不堪重负。格兰芬南高架桥（Glenfinnan Viaduct）是英国国家税务局拥有的一个非常受欢迎的景点，每年吸引多达50万游客，因为它曾在《哈利波特》系列电影中亮相。为应付游客人数的压力，税务局现正扩大容量，并在该处兴建新的游客中心。这一发展表明，在满足游客需求的同时，要尊重国税厅等机构的文物保护目标，以及它们允许公众参观和发展文化价值的更广泛职责，这是一项挑战。因此，合作学生将不同的研究领域、学术部门和苏格兰最重要的遗产组织之一聚集在一起，为新兴的媒体旅游领域做出贡献。它为重新思考旅游研究中的传统概念开辟了新的途径，例如通过解决“富有想象力的遗产”的概念，并拓宽了我们对旅游如何与粉丝社区、场所制作和讲故事相互作用的理解。在实践中，这个合作学生项目将与国家旅游局合作，帮助创建一个更可持续的旅游发展模式，以满足游客体验、教育和遗产保护的要求。成功的候选人将能够通过加入一个充满活力的多学科国际团队（该项目在15个国家有合作伙伴），在欧盟资助的SPOT文化遗产项目中已经开展的工作的基础上进一步发展。此外，通过在国家税务局和大学的共同监督安排，并完全融入一个新的特定地点的企业，博士候选人将在文物和旅游管理方面积累丰富的实践经验，同时能够以学术深度和严谨的方式研究这些领域和现象，为未来的就业前景带来希望。

Media tourism (that is, tourism associated with literature, film, TV series, video games etc.) is estimated to attract one in five visitors to Scotland. Yet it is a relatively under-researched field. The mediatisation of tourism is a relatively recent and dynamically expanding field, which poses both academic and practical challenges. Many of the tourist sites visited are owned by heritage organisations such as the National Trust for Scotland, for whom visitors are an important source of revenue. However, media related tourism numbers can be unpredictable and where large numbers arise, might overwhelm sites. One very popular site owned by the NTS is the Glenfinnan Viaduct, attracting up to 500 000 visitors a year due to featuring in the Harry Potter films. The NTS is in the process of expanding capacity and building a new visitor centre at this site in response to visitor number pressures. Such development is illustrative of the challenge involved in meeting visitor demands whilst simultaneously respecting the heritage conservation objectives of organisations such as the NTS and their broader remit to allow access to the public and to develop cultural value. The collaborative studentship therefore brings together different research fields, academic departments and one of Scotland's foremost heritage organisations to contribute to the emerging field of media tourism. It opens new ways of rethinking conventional concepts in tourist studies, for example by addressing the idea of "imaginative heritage" and also broaden our understanding upon how tourism interacts with fan communities, place-making, and storytelling. In practice, this collaborative studentship will involve working with the NTS to help create a more sustainable model of tourist development that can address the requirements of visitor experience, education, and heritage conservation. The successful candidate will be able to build upon the work already carried out as part of the EU-funded SPOT cultural heritage project by joining a dynamic multi-disciplinary, international team (the project has partners in 15 countries). Moreover, by being based both at the NTS and at the University, with co-supervision arrangements, and being fully integrated into a new site-specific venture, the PhD candidate will accumulate rich practical experience in heritage and tourism management whilst capable of studying these fields and phenomena with academic depth and rigour, promising a future employment prospects.