“…This is especially the case in discussions about so-called World Heritage: for example, the Falun World Heritage Site in Sweden where the promotional material asserts a primordial past (Cassel & Mörner, 2011); the museums dedicated to robert Burns in Scotland where the brochure language similarly asserts a primordial past (Bhandari, 2010); the portrayal of Berlin in tourist postcards-with a limited sample of cultural and heritage attractions within the wider historical, economic, political, and social context of the city (Milman, 2012). Other researchers have illustrated the importance of implementing marketing strategies that are targeted at international tourists, including promotion and product development, on the basis of nationality and/or cultural background as was the case with the tourist images of Taiwan (Chang, 2012).…”