The powers-that-be in Scotland, e.g. tourist boards and celebrities, bear a lot of responsibility for hyping up the whole tartan, kilts and whisky thing as Scotland's "brand".
Not sure about tourist boards. The one I knew rather well was often inclined to underplay tartan, bagpipes and so on. That was a much earlier incarnation of today's one
Blame Sir Walter Scott for romanticising the Highlands in his work, especially his poems, and for orchestrating the first visit of a reigning monarch to Scotland since theunion of the crowns in 1603. This was the visit of King George IV in 1822, when the king was decked out in a kilt, though I gather he insisted on wearing pink tights underneath to preserve his modesty.
Blame Sir Harry Lauder, who probably did more damage than anyone before or since to the image of Scotland and the Scots.
Blame the writers and performers of all the banal schmaltzy songs redolent of soggy nostalgia for' Granny's Hielan' Hame', the' Lights of Lochindaal', 'Lovely Loch Maree', the 'Waters of Kylesku' and so on.
I'd better retreat below the parapet now
