Key concepts are introduced and the central premise of the book is discussed; namely that (1) there is a long-standing fascination with the medieval period; and (2) that modern views of the medieval period have been shaped by the media and this has influenced tourism, both in terms of development and tourist behaviour. Theoretical concepts underpinning this book are examined, including the power of mediatisation, tourism imaginaries; places of the imagination, intertextuality, medievalisms and research on heritage dissonance, authenticity in heritage tourism and the role and nature of heritage in the modern world.