These answers are the full answers as pulled together by the class:
1. The first attitude we can see in the paragraphs is that the tourist traders are not bothered about their customers because they treat them like dirt. The second attitude is being excited about the customers because they give them free things like a drink and are enthusiastic towards them.
2. The writer experiences this himself when he takes the bus to the Highlands. He misses his connection, and the bus driver doesn’t seem fazed at all. He also experiences good will in Ullapool. The hotel owner immediately provides him with a room and a complimentary drink showing he is enthusiastic towards his customer.
3. The image is a simile and it compares the attitude of the bus driver to that of a traffic warden. Traffic wardens are thought to be notoriously grumpy towards people and this image implies that the bus driver is being similarly rude and obtuse towards his patrons.
4. First of all he asks a rhetorical question. He says “where have I been all these years?” in response to having missed Scottish Tourism Week for the last 6 years. This is clearly supposed to be sarcasm. On first reading he implies he is upset he has missed it, but the sarcastic tone betrays the fact he is not upset about missing it at all. He tells us the catchphrase for the event this year is ‘competing for growth’ which he then calls ‘meaningless’. His word choice here tells us that he thinks the event is pointless. He then uses word choice to reinforce this idea further when he belittles the conference events calling them ‘pow-wows’, ‘‘industry dinner’’ and ‘soirees’. All of these make the events sound pompous and over the top. He suggests that they’re really just an opportunity for money to be spent.
5. Paragraph 7 acts as a link between two focuses in the passage. The phrase ‘as a constant tourist in my own country’ tells us that he has just been looking at how he travels and explores his native land of Scotland. The phrase ‘I have my own thoughts on how we may compete for growth’ shows us that he is going on to talk about how he thinks the tourist trade in Scotland could be improved.
6. The two ways attitudes have changed are that ‘bad service and bad manners’ are a thing of the past. This means that your tourist experience at an event is now a happy one and that the attitude towards the tourists is better.
7. Four ways Scotland can improve is by making its hotel rooms cleaner, making its hotel rooms tidier, making sure the countryside is kept clear of litter and keeping the hedgerows neat.
8. The writer describes night arriving by saying ‘as the heavens darkened’. This is exaggeration and makes the scene much more dramatic. It gives a biblical tone to the passage as if he is on an epic journey rather than a simple trip to the Highlands.
9. The title is an effective one as the passage focuses on how we need to physically clean Scotland up, both externally and internally which is referenced in ‘Clean up’. The second meaning is that the Tourist industry needs to change its attitude to encourage more tourists to Scotland.