Reflecting on nation image and perceptions of nation brand: Scottish-themed pubs, bars and restaurants outside of Scotland

Abstract

Nation-themed retail, hospitality and entertainment spaces are a valuable yet underutilised resource for the analysis of national stereotypes and dominant brand narratives. When such spaces operate outside the borders of the nation upon which they are themed, they can be interpreted as presenting a ‘stage’ national identity: one that is understood as being unreal, and yet simultaneously hyperreal. This article explores the visual signifiers (e.g. décor, displayed products and promotional materials) and consumption opportunities (e.g. food, drink and cultural events) at 110 Scottish-themed pubs, bars and restaurants located outside of Scotland’s borders. In doing so, it highlights how national historical narratives, symbols and motifs are commercialised by and for people outside that nation, often to the extent that outdated views are perpetuated, stereotypes are exacerbated, and the signifiers of other nations are absorbed and/or hybridised. This has potential impacts inside said nation, too: on the tourism industry, food and drink sector, and on the nation’s ability to attract and retain the interest of outside investment and skilled migrants, among other things. This research thus draws attention to the complex role(s) of nation-themed spaces in overseas settings, particularly in mediating and – in some instances, contradicting – the collective and commercial identities and/or official (government-endorsed) brands of the nation being displayed for consumption.